Thanks to a local public relations firm, hair has never looked so good.
Warschawski, a public relations, marketing and branding firm based in Baltimore, worked on a tour to introduce a new product to the media in November. The firm chose celebrity stylist Kiara Bailey to represent the launch of new products from KMS California. Bailey has appeared on Bravo?s “Blow Out” and has styled celebrities like Paris Hilton, Travis Barker and Nick Lachey.
“We launched the brand in early 2006. As a way to keep the brand fresh with editors, Bailey came on board as our spokeswoman,” Warschawski associate Kerry O?Neill said. “People know who she is, and she?s worked with some pretty big stars. What better spokesperson could we have than someone familiar with hair care who?s worked with the hottest celebrities?”
“Kiara is a character, a unique individual, expressive and she stands out,” said Amy Christopher, Warschawski?s senior vice president. “We thought she would be a good representative for the brand. It was a good way for us to introduce these new products.”
After extensive product-knowledge training, Bailey was able to specifically speak about the new product line. KMS California?s products focus on hair carefor all ethnicities and hair types. “It?s a pretty interesting story. A lot of products address the needs of only Caucasian hair or African-American hair or Asian hair,” said Christopher. “KMS addresses all needs.”
Appointments were secured with editors at some of the world?s leading men?s and women?s publications, including GQ, Jane, Seventeen, Vibe Vixen, Teen Vogue and more.
The new product line, which Christopher and O?Neill were not able to comment on, is set to be launched in spring of 2007. It is the 10th sub-line of products introduced by the company. Warschawski wanted the products, which are only available in salons, to be featured in the spring and summer publications that focused on hair care and beauty issues.
Christopher said that most of the publications “expressed interest in using the products.” A representative from KMS could not be reached for comment, but O?Neill said their reaction to the results of the media tour was “very happy.”
Contact the company
Warschawski
1501 Sulgrave Ave., Baltimore
Phone: 410-367-2700
Web site: www.warschawski.com
