The Truth About Curls

JOHN PAUL MITCHELL SYSTEMS^® LAUNCHES PAUL MITCHELL^® CURLS WITH

MULTI-PLATFORM “THE TRUTH ABOUT CURLS” CAMPAIGN

John Paul Mitchell Systems has unveiled its launch campaign for Paul Mitchell Curls, titled "The Truth About Curls." Based on the company’s market research and feedback from real curly girls and guys in developing its new line of product, “The Truth About Curls” is inspired by the emotional relationship curly-haired consumers have with their hair – from the joys and the struggles, to the passion and the love they’ve all experienced 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. “Through a range of platforms including partnerships with influential bloggers, social media, a dedicated microsite, events and advertising, ‘The Truth About Curls’ will connect the curly community and drive a global curl conversation.”

JPMS made the decision to push the boundaries of its marketing for the launch of Paul Mitchell Curls by focusing on digital and social marketing to effectively target the next generation of Paul Mitchell fans, who consume much of their media online. JPMS’s digital strategy also included the creation of an interactive microsite that will act as the hub 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.

The microsite also features a “Curl-o-Meter” for users to obtain their “frizz forecast” in their zipcode, user polls, curl confession videos taped during the shooting of “The Truth About Curls” advertising campaign, and Paul Mitchell Curls product information. Fans will also be able to ask questions on styling tips and tricks that Paul Mitchell artists will respond to on Paul Mitchell’s social media pages.

As part of “The Truth About Curls” multi-faceted campaign, JPMS will be highlighting the new Paul Mitchell^®Curls collection at a series of major events this fall, with intertractive brand experiences at the Seventeen U college campus tour, Teen Vogue’s Generation Next fashion show, and national sorority events. Consumers attending the events will be able to discover the truth about curls, submit their own curl confessions, get styling tips, and receive samples of Paul Mitchell Curls products. 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 www.facebook.com/paulmitchellhaircare.

Instead of utilizing professional models for its "The Truth About Curls” advertising campaign, JPMS sought out real women and men to feature in its ads. “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.

“The Truth About Curls” was created in partnership with iNDELIBLE, a New York-based agency focused on using digital and emerging technologies to develop compelling, immersive campaigns for brands.

Paul Mitchell Curls is available exclusively in professional salons beginning September 2012. For a salon locator, please visitwww.paulmitchell.com.