We love getting endorsements from celebrities, social influencers and power players in the hair and fashion industry – who doesn’t enjoy having nice things said about their product? But endorsements aren’t just about the feel-good-factor, they sell products and the brand value they add is immediate.
We have seen more and more talented award-winning global stylists choosing to use our unique KELA hair jewellery products. The revolutionary technology and luxury of the products are inspiring them to express their celebrity and everyday clients’ individuality by elevating their natural hairstyles or creating new signature looks for fashion shoots and shows. And word is spreading with a surge in celebrities and social influencers wearing and endorsing KELA at festivals, award shows, TV appearances and red-carpet events.
“Celebrity endorsements are immensely valuable to growing businesses like KELA,” says Janna Miccio, Marketing and PR Manager. “We estimate that endorsements have generated a public relations value well in excess of $3 million in the two years since KELA was launched. We see a spike in sales by 20 – 50% after any activation, whether it’s fashion week, a celebrity wearing a product or a press event.”
Janna has worked closely with one of Australia’s top PR agents, Angela Khoudair, to implement the marketing and PR strategy. “Early on we identified that getting our product seen in the hair of A-list celebrities and being used by award-winning hair stylist would generate interest and demand,” she says. “When a new product range is developed, we send it to our international ambassadors to create content and be styled onto celebrities before the range became available to consumers to create hype and demand.”
Eagle eyed viewers were quick to spot the stunning KELA products styled in Kelly Rowland’s hair when she was a judge on The Voice Australia.
“KELA Hair Jewellery has been a game changer. There’s hair jewellery for every hair type and texture and the technology is BEYOND! It allows you to decorate the hair so freely and elegantly.” – Michelle Richardson, celebrity stylist for Kelly Rowland (9.1 million followers on Instagram)
“Immediately after The Voice Australia episode, Alicia Keys’ stylist contacted us directly asking if she could wear the product after seeing Kelly’s stunning look,” says Janna. Alicia, who has 16.5 million Instagram followers, has now worn KELA products twice – on The Voice America and The Late Late Show with James Cordon.
Scary Spice, Mel B wore KELA clips and grips during the Spice Girls’ comeback tour in 2019 and shared the look with her 1.5 million followers on Instagram. We’ve seen the effect with our social pages flooded with customers sharing their own designs inspired by the look.
“Thank you KELA for sending the most gorgeous hair accessories for my kit. Mel B loved her “SPICE” and those leopard print grips are divine.” – Michelle Sultan
“We are really excited to start working with Nakia Rachon who is the celebrity stylist to one of the biggest names in the music industry Beyonce, Tina Lawson, Michelle Williams and Tia Mowry,” says Janna. We can’t wait to see Beyonce (132 million Instagram followers) wearing KELA.
Influencers are increasingly commercialised and for them to both wear and mention a brand on their social platforms often requires paid endorsement. This is both a challenge and an opportunity for KELA. To date we have been lucky to have had some amazing mentions and endorsements because stylists and celebrities love our product, but our marketing funds have not allowed for paid sponsorships. Further investment will give us the ability for paid partnerships that will ensure when a product is worn the KELA brand is mentioned, creating a link to customer sales.