Corioliss appointed Catalyst in 2002 to undertake their trade and consumer PR within the UK. Devising a strategic PR plan, Catalyst spent the first 6-12 months focusing purely on establishing the Corioliss name within the trade. Catalyst took control of the advertising spend for Corioliss, and ensured the brand were being featured across all leading trade publications and secured product placement in all relevant features.
Within the first year Corioliss saw sales grow from £0.5m to £1.5m, following an exclusive agreement with Sally’s.
2004 saw the brand launch the very first hair straightener with unique titanium plates and heat technology providing superior results and are by far kinder to the hair than the other brands tested, which are less damaging to hair than other metals and heat technology providing superior results.
The advantage of using titanium plates is that they have an extremely smooth surface providing less friction when in contact with the hair. Titanium is resistant to corrosion, meaning the plates stay smoother for longer and are easier to clean. Ceramic plates have more of an irregular, rough surface area and so, are more prone to snagging, causing damage to both the hair and the plates.
The new straighteners also featured 2 heating elements which ensured that both plates would reach the desired temperature of 160 degrees.
By this point Corioliss was available for sale in hair and beauty wholesalers nationwide, as well retailers such as Boots, Debenhams and Urban Outfitters.
In 2005, Catalyst arranged for Corioliss to offer a white labelling service for hairdressers including Lee Stafford and Trevor Sorbie, as well as TIGI and manufactured all their electrically products – relationships which continue to this day.
In the same year, Catalyst undertook extensive gifting for consumer and trade press, ensuring that all journalists from Beauty Assistants and Writers to Beauty Editors and Directors all received a Corioliss hair straightener.
To set the brand apart from its competitors, Catalyst arranged for a Corioliss straightener to be adorned with Swarovski crystals which was unveiled by Lee Stafford at the Swarovski Crystallized store in Central London. This unique straightener was also loaned to hairdressers for use during their show work.
Consumer coverage for the brand was unrivalled with consistent coverage across all leading publications. Catalyst were achieving in excess of 350 pieces of coverage for Corioliss each year with full pages in Cosmopolitan, Glamour and Stylist, and Vogue
magazine naming Corioliss as “the Dyson of the Hair World”.