THE CHALLENGE
After decades as the #1 clean beauty haircare brand
in the U.S.—with distribution in 30 countries and
placement in over 15,000 retailers—few realized
Giovanni was also a backstage essential at the Emmys,
GRAMMYs, Oscars, and Tonys, earning the rare
distinction of an E.G.O.T. brand. Our agency was
brought on to tell this story and generate the first
outward-facing publicity in the company’s long history.
From Naturals to the Red Carpet: A Beauty Legend’s First Publicity Play in 46 Years9556% ROI | $7M advertising equivalency | 786M impressions
STRATEGY & RESULTS
The Approach & Results – The campaign was based on connecting the 175 SKUs to a group of Hollywood
hair gurus whose use of the products on more than 70 entertainment productions and backstage at every
major award show would help to attract a new customer base to the company beyond their loyal clean beauty
brand customers. We leveraged their relationship with the professional hair stylist guild and focused publicity
efforts on the awards season timing. Known as a pioneer in natural haircare, Giovanni’s ability to deliver
salon-grade results strong enough for the entertainment industry spotlight captured mainstream media
attention—coverage from outlets like BuzzFeed, Glamour, Vogue, CNN Underscored, and Forbes. The agency
strengthened Giovanni’s affiliate strategy by linking its products with top e-commerce reporters, generating
coverage that translated directly into sales impact. We developed a timeline infographic that explained the
brand’s history and gave relevance to its innovations. In the first 6 months, we produced a 4328% ROI with
16 placements and at the end of Year 1, 47 placements and 9556% ROI.
