Creating a clear and concise strategy which played to the brands curly and natural credentials, Fluorescent PR have worked with Bouclème since the brand’s launch over 6 years ago. The strategy was to focus on influential content creators which has helped take it from a kitchen table start up to one of the world’s best known curly hair brands. As the social conversation for natural hair texture began to spread, the brand was then featured by the mainstream media, including print titles, online media and broadcast.

Notable moments include creating an online phenomenon by focusing on the American trend of ‘plopping’ and introducing this concept to the UK press driving traffic to Bouclème’s tutorial on YouTube. The press release created a global viral story overnight and the ‘how to plop’ video featured across news sites from Germany to Australia, India to South Africa and back to the States with Allure. This resulted in over 230k views on their online tutorial video in one day. The video has amassed nearly a million views to date.

“Fluorescent PR have done an amazing job with Bouclème. Their passion and understanding is truly valuable to any brand that wants to launch to market. The team devised a strategy that has seen Bouclème go from strength to strength and we wouldn’t be where we are without them.”

MICHELE SCOTT-LYNCH
Founder & CEO, Bouclème