UNDERSTAND

When two of the most recognizable names in the hair industry joined forces, it’s no wonder the resulting business was an instant success.

Founded by long-time friends and colleagues Tracey Cunningham and Neil Weisberg, Mèche Salon was poised to become the next celebrity and industry go-to destination, ushering in a new standard of Beverly Hills salons.

While often overshadowed by the glitz & glam of its celebrity clientele, Mèche was looking to further position itself as an expert in the industry, not only for the founders, but for its carefully selected team of stylists & colorists. Neil and Tracey had curated a veritable who’s who of the industry’s best and brightest, and it was time they received the recognition they deserved.

DEFINE

Mèche turned to EightSixtySouth to create a diversified press strategy, seeking coverage not only for the salon and its celebrity clientele, but also the talent within.

Beginning with an in-depth discovery process to understand each individual’s strengths and talents, EightSixtySouth developed a comprehensive press strategy that included editorial outreach, brand storytelling, influencer relations and social media content development, introducing Mèche and its team to a diverse group of editors, influencers and industry insiders.

CREATE

Within the first year of opening its doors, Mèche Salon garnered immediate attention from a variety of media as editors and influencers gravitated toward the burgeoning talent, high-profile clientele & resulting testimonials. 

With press placements in top-tier publications Harper’s Bazaar, Vogue, InStyle and Allure, as well as hightraffic websites including Refinery29, Byrdie and Total Beauty, Mèche was becoming the go-to industry hair resource and destination in LA.