"One of our overall goals for the brand is to increase preference for Remington as a women's personal care beauty brand," said Christine Kuske-Riese, director of Remington women's marketing. "It tends to be known as a men's shaving brand, because that's our heritage. PR has been a great tool for us to deliver the brand message, because we're able to go where consumers are seeking credible styling tips and hair news."
Working with social media marketing company Brickfish, the online contest allows consumers to upload pictures of their own favorite hair styles, choosing which Remington products they use to achieve their style, while others vote for their favorites. To spread it virally, users can share their creations via Twitter, Facebook, MySpace, and other sites. The Web site also has hair care tips and advice from stylist Marin.
Working with ShopPR, Remington's AOR for women's beauty products, the campaign targeted fashion and beauty editors and bloggers to spread the word about the contest.
"We've been working a lot in the blog community, because we've found that consumers love that," said Adrienne Bavar, VP at ShopPR. "To them, the bloggers are the beauty authority."
Remington plans to introduce additional digital and social media aspects in the future, Kuske-Riese said.
"We're looking at overhauling all of our online touch points," she said, "from our Web site to e-commerce to advertising and promoting the products to engaging with the consumers."