Herbal Essences: For this iconic Proctor & Gamble Beauty brand, repositioned and relaunched full line of hair care and styling products to a younger audience. Directed beauty editor outreach (including press trip) and rollout to consumer media; tapped emerging media (eBay charity auction, beauty blogs). Secured celebrity stylist Ashley Javier as spokesperson for launch; coordinated presence at Fashion Week and MTV Style Lounge.

Head & Shoulders: Overcame editors’ bias against anti-dandruff shampoos and successfully positioned product as beauty brand. Launched Intensive Solutions new extra-strength SKUs through beauty editor desksides with dermatologist and boxing “bonding night” at Gleason’s Gym. Coordinated “Head Turning Hair” creative platform with editorial partner Cosmopolitan magazine (consumer survey/contest, advertorial, media outreach).

Swarovski: For the jewelry products of this luxury lifestyle brand, coordinated sponsorship and media coverage at American Heart Association’s Red Dress fashion show during Fashion Week; secured and managed spokesperson Fergie. Positioned Daniel Swarovski jewelry and accessories on the Red Carpet. Garnered national attention for the unveiling of the 550 lb. Swarovski star that sits atop the Rockefeller Center tree, highlighting the company’s support of Starlight Starbright Children’s Foundation. Managed all aspects of partnership, including eBay auction of mini-stars designed by eight celebrities and spokesperson Maria Menounos.