Toronto-based MacIntyre Communications was named PR agency of record for two luxury hair care brands in L’Oréal Canada’s professional products division.
The boutique firm will handle public relations for Kérastase Paris and Shu Uemura, the latter of which was founded by the eponymous Japanese makeup artist.
Both Kérastase Paris and Shu Uemura are looking to develop their online presence, said Ashley MacIntyre, president of MacIntyre Communications, which also handles PR for L’Oréal’s Lancôme brand.
“Anything digital is definitely a strong suit of ours, so we got recommended [to pitch]… We haven’t had hair care brands in the past, so we’re really excited to be involved in this side of the business.”
With Kérastase Paris, the focus is also on educating consumers about the innovation and personalization behind the brand. For example, Kérastase has a diagnostic tool that determines a customer’s hair type and provides product recommendations, online or in salons.
“They want to focus on driving traffic in salons and getting people to experience that professional expertise and personalized approach,” said MacIntyre.
