Janice McCafferty Communications was the agency behind the launch of CHI Aloe Vera, a brand-new haircare line sold at Ulta Beauty in Summer 2019. Created specifically for curls and textured hair, the 7-piece collection is infused with Agave Nectar and a Super Hydration blend. Together, the products replenish and lock in moisture to guard against humidity and provide easier maintenance of curly hair.
The success of the launch was driven by three main strategies:
1. A press release with messaging on the key benefits of Aloe
2. A mailing of the entire collection to the top 100 beauty editors, freelancers, and writers in the USA
3. A mailing of the entire collection to micro-influencers with 2A-4C hair types
To avoid the stale, features-and-benefits press release model, we decided to highlight individual products as well as the line’s key ingredients in our release. To ensure CHI Aloe Vera stood out to beauty media, we focused on the importance of Aloe Vera and how, mainly known for being in skincare, Aloe was now a trending ingredient for curls and waves. This ensured CHI Aloe Vera stood out as a trendsetting collection in the curly hair space.
The above PR plans resulted in countless placements for CHI Aloe Vera including features by ESSENCE, BuzzFeed, InStyle, PopSugar, TotalBeauty, StyleCaster, Forbes, Naturally Curly, Refinery29, The Zoe Report, Madame Noire, and more.
CHI Aloe Vera also won various beauty awards in 2019 including Refinery29’s Beauty Innovator Award for the CHI Aloe Vera Oil, two Hollywood Life Beauty Awards for Best Shampoo and Best Conditioner for Curly Hair and a 2019 Best in Beauty Award from Kontrol Magazine.