FHI Heat professional hair tools

product placement, branding, positioning

Boffi Los Angeles

product placement, branding, positioning, special event promotion

Boffi is arguably the most prestigious custom kitchen manufacturer in Italy and highly regarded in Europe for years, yet when the company opened a Los Angeles showroom, it lacked a profile as a luxury brand in the U.S. market. in fact, very few consumers on the West Coast were aware of its products.

Carolyn Kamii Public Relations began a targeted public relations campaign geared toward building brand identity and recognition within the category of contemporary kitchen and bath design and then presented the Los Angeles showroom as a destination for the design trade and end users.

Carolyn Kamii Public Relations also promoted Boffi’s creative director Piero Lissoni to bring additional attention to the brand, as well as organized press coverage for various special events including a special exhibition covering 50 years of Vespa scooter designs and ad campaigns at the Boffi showroom to cross-promote Boffi as a luxury Italian manufacturer.

within one year, Carolyn Kamii Public Relations had secured numerous product placements in national publications highlighting Boffi’s innovative designs as well as a four-page article in a special Los Angeles Times Magazine’s kitchen issue focusing on the company’s 70-year history, which established its place within the luxury kitchen market. no other kitchen manufacturer received the same degree of recognition in that issue.

Giancarlo de Astis

public relations, positioning , product placement

Giancarlo de Astis is a talented artist and furniture designer with a very high-end, esthetically-driven custom product directed towards serious aviation enthusiasts.

Carolyn Kamii Public Relations positioned Giancarlo de Astis’ designs as aspirational items for aviation lovers and honed his public relations campaign by seeking product placements in publications geared towards affluent male readers. coverage was immediately secured for his niche product in the New York Times, Robb Report, Conde Nast Traveler, Cigar Aficionado, Architectural Digest Germany, as well as several aviation publications including Pilot Journal.

inquiries about his work soon arrived from A-listers in Hollywood and the crème de la crème of the aviation industry. each story immediately spawned another, and Giancarlo’s work disseminated into many foreign publications, attracting many prospective foreign patrons.

ISH Haircare, haircolorist Nelson Chan

product placement, branding, positioning

ISH haircare is a professional haircare company founded by Beverly Hills haircolorist Nelson Chan, who applies his skillful artistry to the tresses of Hollywood's leading actresses. Carolyn Kamii Public Relations began a campaign to promote Nelson Chan and ISH Haircare's miraculous reparative treatment--the ISH Ionic Rescue Treatment--well before the company officially came into being.

by making consumer beauty and trade editors aware of a product which had no parallel in the haircare industry, Carolyn Kamii Public Relations first positioned the ISH product as a unique in-salon service and then began branding the company after.

within months of the company’s debut, Carolyn Kamii Public Relations had secured a seminal article in the Los Angeles Times Magazine that offered a tried and true testimonial of the ISH treatment’s efficacy, and sales of the treatment spread like wildfire into many local salons. this article was subsequently read by key editors at the nation’s top women’s magazines, and within months, the ISH product had been written up by Allure, Instyle, Marie Claire and numerous women’s consumer publications and hair trades.

at ISH's one year anniversary, the company's product gained distribution into 1000 salons in the U.S. and was also available in Mexico, Canada, and Puerto Rico, with inquiries from Asia also. Carolyn Kamii Public Relations subsequently helped ISH launch its new Rescue retail haircare line, which was immediately written up by Women's Wear Daily, the bible of the beauty industry.

Toho Co. Ltd.

special event promotion

Toho Co. Ltd. approached Carolyn Kamii Public Relations to promote several events related to the 50th anniversary of Godzilla. while the film company’s intention was to create a grand impression for the Japanese press by having the world premiere of the latest Godzilla film at the world-famous Grauman’s Chinese Theatre in Hollywood and arranging for Godzilla’s Star on the Hollywood Walk of Fame prior to the film’s opening in Japan, Toho did not anticipate the tremendous attention Godzilla would receive.

although promoting a film without a release date in the U.S. market at the time of the event seemed impossible, Carolyn Kamii Public Relations opted to focus on the 50th anniversary and secured well over 1000 placements in local and national print and TV media, most of which included coverage on the film, in addition to numerous international outlets, which brought attention to the film to countries as far away as China, Israel, Germany, Russia and Italy.