Case Studies

Dark and Lovely

Influencer Event Activation to Generate Product Launch Buzz

To introduce Dark and Lovely’s new Au Naturale Anti-Breakage collection to short lead media in an interactive way, generate media impressions and word of mouth, reinforce Dark and Lovely as the #1 natural styling brand for women of color and leverage key spokespeople, an engaging media launch event was hosted in New York City.


Event Elements:

  • Integrated key influencers Marsha Ambrosius and Chef Roble, among others, to excite press and generate media impressions
  • Specifically engaged Marsha to drive honest, authentic conversation about the launch and brand, as she’s a real user of the products
  • Drove social media engagement by encouraging guests to use a customized hashtag to receive a printout of their Instagram photos via our InstaPrint station

Key Post-Event Outreach:

  • Distributed multimedia launch announcement press release via PR Newswire
  • Serviced post-event influencer images to celebrity, entertainment and lifestyle outlets
  • Followed up with event attendees to secure coverage and pitched wide to all relevant outlets that were unable to attend


  • Over 100 media representatives attended the event
  • Secured more than 300 mentions on social media channels

Generated 97,000,000+ million impressions to-date.