THE ASK

Launch haircare brand LolaVie founded by actress, entrepreneur and producer Jennifer Aniston in a meaningful and authentic way.

THE PROBLEM

Despite Jennifer Aniston’s clout and being known for her iconic hair the powerhouse was previously associated as the face of a well known hair care brand. CMM was tasked with breaking through the clutter of celebrity brands and clearly communicating the LolaVie mission in a Covid landscape.

THE SOLUTION

Given that Jennifer Aniston was heavily involved in creating the brand and developing the products, CMM used that to our advantage. To ensure the media fully understood Jen’s relationship and commitment to the brand while also highlighting key points of difference from other celeb-founded brands, CMM found that it would be the most impactful for them to speak directly with Jennifer Aniston one-on-one and by executing a multi-prong strategy.

THE EXECUTION

To draw intrigue, Jennifer Aniston posted a vague teaser onto her social media, creating media speculation that resulted in coverage on a potential brand launch. On the heels of the teaser, CMM secured seven one-on-one phone interviews with top outlets to speak to Aniston about the new brand and first product, the Glossing Detangler. Editors received the product in advance to test along with exclusive campaign shots. In exchange, media were required to post dedicated features of LolaVie and product on the day of launch. In addition to interviews, a mailing was timed to coincide with the reveal which was sent to the press and Jennifer Aniston’s celebrity friends. Once the news was officially out, CMM pitched widely to all media outlets for additional coverage.

THE RESULTS

Teasing the brand launch alone resulted in 616M+ impressions of coverage
Exclusive interviews with Jennifer Aniston surrounding the brand launch and new product resulted in 57M+ impressions
Overall, the launch garnered over 1B impressions with well over 100 placements
Record breaking sales the day of launch and weeks after due to the strategic roll out of press from launch stories to reviews