Elline Surianello, founder of LeMetric, came to us in 2006 and wanted her hair salon to get more exposure, and to expand its image beyond a simple brick-and-mortar shop. The salon is dedicated to women with hair loss, and Elline herself has been suffering from androgenetic alopecia since her early teens.
AMP3 PR strategically built upon Elline’s pre-existing “human interest” story, about her struggles with hair loss and her mission to empower women, and turned Elline into a “personality”. We helped coach Elline on how to position her story to the media’s target demographic, and we encouraged her to look beyond the issue of hair loss and to make her mission a broader one. Besides transforming Elline into a sassy expert on women’s hair loss, we branded Elline as the champion for female self confidence and empowerment.
With this new image, we secured multiple TV placements for her in all the national networks (ABC, CBS, NBC, FOX) as well as morning shows like Good Morning America, and other programs like The Joan Hamburg Show, local New York 1, as well as the Lifetime network (to name only a few). In addition, we secured placements in all the major national hair magazines (Modern Salon, Salon Today, Hair’s How, Canadian Hairdresser, etc.), as well as several women’s interest magazines (Ladies’ Home Journal, Best Self Magazine, ELLE Canada).
We also spread her message of empowerment across the web, and to a global audience, thanks to her YouTube channel, which we conceptualized. The YouTube video diary was created to brand Elline as a mentor figure for women across the world, someone whom women could look up to as a woman who had turned her life around and didn’t let her hair loss get in the way of fulfilling her goals and feeling strong and confident. We conceptualized and shot all 100+ videos on her YouTube channel, some of which have received over 10,000 hits. Elline now receives fan mail/email on a regular basis from women around the world who thank her for taking the issue of women’s hair loss out of the closet.
In addition to YouTube, we have also conceptualized and managed Elline and LeMetric’s presence on other niche social networking platforms such as AlopeciaWorld.com (a social network specifically for men and women with hair loss), and other more mainstream networks like Twitter.com.
Since signing on with AMP3 PR, Elline’s business has grown from one location in New York City, to 6 locations including Phoenix, Philadelphia, Chicago, Toronto and Calgary as a direct result of our PR efforts. She has also retained a strategic partnership with Saks Fifth Avenue for a series of women’s beauty events centered around the concept of reinvention, which are taking place at various Saks locations across the country alongside an Official Media Sponsor secured by AMP3 PR, New Beauty Magazine (a National glossy). She also holds regular support groups at her NYC salon, where she invites dozens of local women dealing with hair loss to come to her salon and share their stories.
Today, AMP3 is helping Elline with her first book, about her journey with hair loss.
LeMetric’s Website: LeMetric.com