Case Study

The Mane Choice

The Mane Choice is an online company that was developed through a passionate love for healthy hair. More than a beauty brand, every product was scientifically formulated to nourish and grow beautiful, natural hair. Unnecessary ingredients were replaced with more natural, organic ingredients that studies have revealed to benefit healthy hair growth and retention for all hair types. The Mane Choice™ was created by Courtney Adeleye who made a life changing decision to liberate her hair from texture altering chemicals and to regrow her hair natural. Throughout her quest to remain chemical free, it became challenging to obtain products to manage and maintain natural hair. The Mane Choice was created with the vision to enhance confidence by giving people the ability to wear their hair with pride and self-assurance.

Products sold on The Mane Choice website include their exceptionally popular Manetabolism Plus Hair Growth Vitamins For thicker, longer and stronger hair. Their hair care product line including best selling items like “It Doesn’t get Much Butter Than This”, their “Give it To Me Straight” collection, “Thermal Defense Silkening Collection Products 1-5” and more. 

Business Situation

Business Situation

The Mane Choice approached our Top Beauty PR Firm Division in early 2014 as on of their main competitors was hitting the beauty and hair growth vitamin scene exceptionally hard within the media and with celebrity endorsements. In turn stealing large chunks of profit share. With beauty being a fast moving industry The Mane Choice was looking for someone to garner not only media presence, but strong credibility for their products via speaking engagements, celebrity endorsements primarily for The Manetabolism Plus Hair Growth Vitamins as well as media reviews for all products. The Mane Choice wanted a strong celebrity backing of endorsements with a main focus on Celebrity Instagram promotion and classic media reviews.

Our Solution

Solution by Our Top Beauty PR Firm Division

BPM-PR’s solution for The Mane Choice was to outreach directly to well know natural hair bloggers and beauty influencers that had a high level followers via Instagram, Twitter and Facebook Fans. Our strategy also included strategically and quickly hitting YouTube beauty personalities and traditional beauty media with sample products and prompting them to take the “Manetabolism Hair Growth Challenge”. This challenge was also presented to a number of celebrities that accepted including Erica Mena, Teyana Taylor, Teairra Mari, Erica Dixon, Tionne “T-Boz” of TLC, Bambi Aziz and more. The Mane Choice requested initial celebrity outreach to be very strong African American and urban names. As a part of the solution we enabled the brand to realize the value of expanding this reach to other races and nationalities as well which can be seen in celebrity endorsements from Roxy Swalty, Kaitlin Doubleday, Lauren Conrad, Jaimie Chung and others. In addition to celebrity endorsements Beautiful Planning Marketing & PR tied The Mane Choice in to prime events as a sponsor such as Erica Mena’s highly publicized birthday party presented by Bow Wow. During the event multiple celebrities posted photos holding and endorsing the Manetabolism Vitamins to instagram and the event generated amazing press traction from media outlets such as Vibe Vixen, Necole Bitchie , and Vh1 amongst many others.

We set up a speaking engagement price sheet for Courtney Adyele, The Mane Choice CEO, and have managed to negotiate paid speaking engagements focusing on healthy hair growth and her products at events such as Return of the Curls and The Black Hair Expo.

Our BPM-PR Top Beauty PR Firm Division worked with The Mane Choice to outline their key focus brands, set up monthly sample budgets, and place their product in key visibility areas throughout the press such as Glamour Magazine, Essence, and other high ranking media.


Ease of infiltration in to the beauty and healthy hair US markets

Dramatic Increase of Sales

Celebrity Endorsements and increased product credibility

Celebrity and General review press

Establishment for the company CEO as an industry expert.

Ready to launch your PR campaign?

Let us tell you more about our full range of products and services.

Call Us: 1.877.841.7244

Drop Us A Line