How I Turned a Hidden NYC Salon into a Celebrity Destination
Share
The Scene
Before Eiji Salon became a go-to destination for celebrities and Manhattan brides, it was a hidden gem known only to a small circle of loyal clients.
Owner Eiji Yamane, a protégé of dry-cutting legend John Sahag, had perfected the Japanese dry-cut technique—a method that enhances natural texture and movement.
His artistry was undeniable. The problem? No one knew it existed. That’s where I came in.
The Challenge
- Raise awareness for a relatively unknown luxury salon in New York City
- Introduce the Japanese dry cut to a wider audience
- Increase appointments and position the salon as a bridal and celebrity destination
- Secure top-tier media coverage to build credibility and drive referrals
The Strategy
1) Media Relations + Storytelling
I built a focused beauty PR strategy targeting top editors in fashion, beauty, and bridal media. We positioned the dry-cut technique as a best-kept secret and pitched it as a firsthand experience.
That story landed a glowing feature in Bridal Guide—celebrating Eiji’s artistry and introducing the brand to thousands of brides-to-be.
2) Creative Campaign: Bangtox
At the height of Botox’s popularity, I coined a playful alternative: Bangtox—the stylish, non-invasive way to rejuvenate your look. The message? “Skip the needles. Try bangs.”
The campaign framed a simple trim as a beauty innovation. It resonated immediately—and soon, NBC’s Today Show featured the Bangtox trend live on air, with Kathie Lee Gifford debuting her new fringe, crafted by Eiji himself. That single segment catapulted the salon into the national spotlight.
3) Strategic Celebrity Placement
Eiji Salon’s client list already read like a red-carpet lineup—Catherine Zeta-Jones, Sarah Jessica Parker, Yoko Ono. Through discreet positioning, we turned that prestige into allure. The message was clear: If you know, you know.
The Results
- Appointment volume surged, especially from new bridal clients
- National exposure via NBC’s Today Show solidified brand authority
- Bridal Guide feature positioned Eiji as the go-to expert for wedding-ready cuts
- Salon Eiji became synonymous with luxury hair artistry on Madison Avenue
- Organic word-of-mouth referrals skyrocketed, fueled by storytelling and bold positioning
The Takeaway
This campaign proved that even in a crowded market, storytelling can turn a technique into a trend—and a stylist into a star. By blending strategic PR, creative branding, and now AI-informed insight into cultural moments, we transformed Eiji Salon from a local favorite into a national name.
If you’re a founder, creative, or luxury service provider ready to elevate your brand, it’s time to pair vision with visibility.
Book a Strategy Call to Elevate Your Brand
Discover how Modern Marketing Strategy can help your salon or luxury business combine PR, storytelling, and AI-driven marketing for measurable growth.
Or explore how luxury wellness marketing works in action: What Marketing a Luxury Spa Looks Like Now →