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“Bad Boy” Hairdresser Takes Reality TV Approach To Marketing His Brand

This article was originally published in The Rose Sheet

Executive Summary

"Fast-paced and fabulous" hairstylist Brandon Martinez says making his rounds on the fashion/style reality television circuit has been powerful promotion for his hair-care brand

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TRESemme keeps up with reality TV

Hair-care and styling brand teams up with television network The CW and new reality show "Stylista," premiering Wednesday, Oct. 22, in which 11 fashion hopefuls compete to win a paid editorial position at ELLE magazine, according to Aug. 20 release. Produced by "America's Next Top Model" creator Tyra Banks as well as forces behind BRAVO network's "Project Runway," Stylista is "ideal platform to reach twenty-something, style-savvy women," Alberto-Culver unit says. Brand notes it has found success already in bringing high-fashion style to the masses as official hair-care partner on Project Runway for over four seasons. "The move to The CW Network was organic, as we're both creating content for the same audience," it says. Partnership involves multi-platform marketing campaign consisting of sponsored vignettes showcasing talent from the show, custom content on CWTV.com and TRESemme.com, retail and consumer promotions and PR initiatives, according to the company. Campaign will kick off at Mercedes-Benz Fashion Week in September in New York, where TRESemme is exclusive hair-care sponsor

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Beauty marketers are moving beyond traditional advertising mediums and using new platforms, such as reality television shows, to reach consumers in an increasingly competitive retail environment

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"Personalized" hair-care firm Profound Beauty is growing its presence online to attract new customers while preserving its status as a prestige brand



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