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FHI Heat professional hair tools

product placement, branding, positioning

FHI Heat was a little known brand of professional hair tools when it approached Carolyn Kamii Public Relations in late 2005 to create a national PR campaign that would help transform the company into a global luxury brand and help it expand sales as well as win numerous accolades and awards.

Carolyn Kamii immediately introduced FHI Heat’s products to the top media savvy salons in LA and NY, to key celebrity hair dressers on both coasts, in addition to targeted consumer and trade magazine editors to get the buzz going and create brand awareness. The celebrity hairdressers working on personalities such as Blake Lively, Leighton Meister, Rihanna, Reese Witherspoon, Cate Blanchett, Jennifer Aniston, Nicole Kidman, Beyonce, Queen Latifah, Natalie Portman, Anne Hathway, Jennifer Garner, in turn, helped spread the word about FHI Heat’s high quality products and introduced the products to their clients, transforming the previously unknown company into a “celebrity” brand used by A-list actresses and on them for appearances at awards shows and for glamorous magazine covers. FHI Heat recently received Allure magazine's uber-prestigious "Best of Beauty" 2008 award for the Runway styling iron; Instyle Magazine's coveted "Best Beauty Buys" 2008 award for its top-of-the-line Runway styling iron; American Salon's "Professional's Choice" 2008 award for the Platform SE styling iron; and Glam.com's "Best Hair Tool: Readers' Choice" 2008 award also or the Platform SE.

Boffi Los Angeles

product placement, branding, positioning, special event promotion

Boffi is arguably the most prestigious custom kitchen manufacturer in Italy and highly regarded in Europe for years, yet when the company opened a Los Angeles showroom, it lacked a profile as a luxury brand in the U.S. market. in fact, very few consumers on the West Coast were aware of its products.

Carolyn Kamii Public Relations began a targeted public relations campaign geared toward building brand identity and recognition within the category of contemporary kitchen and bath design and then presented the Los Angeles showroom as a destination for the design trade and end users.

Carolyn Kamii Public Relations also promoted Boffi’s creative director Piero Lissoni to bring additional attention to the brand, as well as organized press coverage for various special events including a special exhibition covering 50 years of Vespa scooter designs and ad campaigns at the Boffi showroom to cross-promote Boffi as a luxury Italian manufacturer.

within one year, Carolyn Kamii Public Relations had secured numerous product placements in national publications highlighting Boffi’s innovative designs as well as a four-page article in a special Los Angeles Times Magazine’s kitchen issue focusing on the company’s 70-year history, which established its place within the luxury kitchen market. no other kitchen manufacturer received the same degree of recognition in that issue.

Giancarlo de Astis

public relations, positioning , product placement

Giancarlo de Astis is a talented artist and furniture designer with a very high-end, esthetically-driven custom product directed towards serious aviation enthusiasts.

Carolyn Kamii Public Relations positioned Giancarlo de Astis’ designs as aspirational items for aviation lovers and honed his public relations campaign by seeking product placements in publications geared towards affluent male readers. coverage was immediately secured for his niche product in the New York Times, Robb Report, Conde Nast Traveler, Cigar Aficionado, Architectural Digest Germany, as well as several aviation publications including Pilot Journal.

inquiries about his work soon arrived from A-listers in Hollywood and the crème de la crème of the aviation industry. each story immediately spawned another, and Giancarlo’s work disseminated into many foreign publications, attracting many prospective foreign patrons.


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