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Curls are hip again! Thanks to Paul Mitchell®

Thursday, 06 September 2012 07:26

John Paul Mitchell Systems® launches Paul Mitchell® Curls with a multi-platform “TheTruth About Curls” Campaign.

When John Paul Mitchell Systems decided to develop an exclusive product for curly hair, they went directly to the source, gathering feedback from real curly girls and guys. And continuing with this same logic, the launch campaign – dubbed "The Truth About Curls" – narrates the emotions, joys, frustrations, and passion that curly-haired consumers have with their hair.

“With ‘The Truth About Curls,’ we want to inspire people to embrace their natural texture, and to inspire conversations about what life with curls is really like,” said Nanette Bercu, Senior Vice President of Creative and Advertising, JPMS, who oversaw the development of ‘The Truth About Curls’ multi-platform launch campaign.

And obviously the best place for such interaction is digital and social marketing, where newly partnered bloggers Michelle Phan, Leandra Medine of "The Man Repeller,” “Product Girl,” and Christine Cameron of “My Style Pill ” invite people to share their stories as well. Another part of its strategy is to feature three bloggers in its advertising campaign – Christina Caradona of “Trop Rouge,” Claire Geist of “De Lune,” and Beth Jones of “B Jones Style,” all of whom have naturally curly or wavy hair.

Part two of JPMS’s digital strategy includes the creation of an interactive microsite expected to serve as a sort of forum for the online curl conversation, which updates in real time and serves up curl confession posts shared by fans around the world on Instagram and Twitter. “We wanted to create a forum for the curly-haired to share their truths about life with curls, so that the campaign is being driven by and created by the consumer,” said Orion Hand, Director of Web Marketing, JPMS.

Yet another aspect of  “The Truth About Curls” campaign will entail JPMS highlighting the new Paul Mitchell®Curls collection at several major events this fall, with interactive brand experiences at the Seventeen U college campus tour, Teen Vogue’s Generation Next fashion show, and national sorority events. JPMS is also targeting bi-cultural, Hispanic consumers through an interactive experience at the Latin GRAMMY® Street Parties Tour.For a calendar of events, please visit

“It was important to us that we use real people in our ads who were relatable to our audience, and who would be able to bring the campaign message to life in a way that was relevant and authentic,” said Bercu. A variety of women and men from all walks of life were shot for the campaign, including a dancer, Paul Mitchell-sponsored athletes, and even students from Paul Mitchell Schools.
Paul Mitchell Curls is available exclusively in professional salons beginning September 2012.

For a salon locator, please visit

All photos: Getty Images

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