Branding and Promoting a SoCal Beauty Expert

Jet Rhys Salon is a hip, eclectic salon located in San Diego. Founded in 1992 by Jet and Rhys, two former Vidal Sassoon specialists, their expertise has taken them around the globe teaching and inspiring other stylists. Tokyo, Madrid, New York and Sydney are just some of the places they have left their mark. From these beginnings a salon has emerged possessing the most progressive and skillful team of stylists in San Diego.

As most national beauty magazines are located in the fashion capitals of the US, New York City and Los Angeles and Zenzi quickly realized the challenges of being located in San Diego. Editors of beauty magazines already had easy access to all the latest trends and experts and looked at San Diego as a laid back, casual beach city, and not a go-to for the latest in fashion and beauty.

Zenzi needed to start from the ground up. Rather than press releases, Zenzi chose to develop a quarterly newsletter called “What’s Hot” and sent it in a bright red envelope with a box of Hot Tamales.  The marketing tactic proved very effective and memorable as the editors not only looked forward to receiving the “treat,” they saved them and used the beauty tips again and again in articles over the coming years. To educate these editors on happenings and trends in San Diego, Zenzi leveraged Jet Rhys’ close proximity to the beach to position them as a source for summer beauty tips and news and experts in surf diva style.  The campaign culminated with a deskside press tour to New York to promote Jet Rhys signature “Color Cocktail” treatment with a press kit contained in a clear cocktail shaker.

As a result, Jet Rhys has been recognized in 48 Hours, Elle, Cosmopolitan, Self, Allure, Harper’s Bazaar, and participated in the American Music Awards and MTV Video Music Awards. Collaborating with the likes of Surf Diva, actress Sanoe Lake, top modeling agency Jet Set Talent and local designer Hollie Ten, Jet Rhys has established itself as a nationally renowned leader in beauty and fashion. For more information, visit www.jetrhys.com.