Madison Reed min

LAUNCHING A BRAND EXTENSION

MADISON REED

media relations

OPPORTUNITY

San Francisco-based Madison Reed, a prestigious brand delivering affordable, salon-quality hair color in at-home DIY kits, hired SPM to introduce its new brick-and-mortar brand extension, Color Bar, to five local markets throughout Texas and drive consumer traffic to the new concept. 

IDEA

SPM combined traditional grand opening tactics with a thoughtful consumer education campaign. Partnering with hyperlocal publications, SPM hosted grand opening events that drew audiences aligned with Madison Reed’s core demographic, driving appointments and product sales in each market. Additionally, SPM enlisted local on-air personalities to serve as brand ambassadors/influencers to share the “un-salon” brand differentiators.

RESULTS

18 key market media hits
50+ pieces of influencer content
12% average engagement rate