Expert Advice

(Cyber)Celeb-Powered Marketing

Alicia Liotta | July 10, 2011 | 6:23 PM

Salon owner and hair stylist Janine Jarman has put her marketing campaign into the hands and hair of the latest cyber celebs.

Audrey Kitching, known for her pink hair, Stevie Ryan, who has created her own reel of characters online, Dirk Mai, an emo blogger and Chris Crocker, a YouTube star for his “Leave Britney Alone” video, have helped catapult Jarman’s Hairroin Salon ( in Hollywood to the top of Google searches. The salon has received more than 150,000 hits within six months and 105,000 views of their instructional videos with Stevie Ryan on YouTube in only two months.

“I didn’t know anything about this world,” says Jarman. “It fell into my lap at a fashion show, but I chose to take advantage of it.”

Six months ago, Jarman was working on designer Jared Gold’s fashion show. He used the online “celebrities” as his models. Jarman decided to sponsor them and trade hair services for top friend positioning on My Space. Jarman does their hair free of charge and, in turn, they bring their computers, webcast getting their hair done, put Hairrroin Salon in their Top 5 and blog about it—doing web work Jarman would not do herself.

“I’m a hairdresser, that’s what I do, but this allows me to market my salon in a creative, cost-effective way that reaches millions.” 

Jarman has since enlisted two salon employees to update the salon’s My Space page and daily. Then the salon’s 200,000 “friends” receive alerts from those sites to let them know the Hairroin pages have been updated.

“It is a less invasive marketing approach that we feel is more effective. It drives us all to be more creative in order to have something to write about to generate more traffic.” 

At the time of the shoot, the laptop was on broadcasting in real time.

Watch our behind-the-scenes video! 

(Cyber)Celeb-Powered Marketing

Audrey Kitching’s signature pink pastel hair has started a trend. “We’re doing pinks weekly in the salon now, says Jarman.” Jarman bleaches Kitching’s root with a red additive and custom blending four shades of Special Effects color. She also wears Haute Hollywood Locks Extensions in “Monroeville,” which are treated with Pink Special Effects.
Dress: Shareen Vintage; belt: For Love 21; shoes: Betsey Johnson; and earrings: Target

(Cyber)Celeb-Powered Marketing
Chris Crocker is known for his blonde hair. Jarman bleaches his hair and tones it with a Level-10 violet.
Pants: LF; Tank: H&M; sleeveless hoodie: Urban Outfitters

(Cyber)Celeb-Powered Marketing
Mai’s punk-rock bang and cropped sides are cut with a straight razor with no guard to get the sides to lay down. His black hair with the icy gray stripe is achieved with Wella Koleston. Perfect 2/0 darkest brown with 20 volume. The highlight is bleached out with 40 volume, toned with 9/16 and Silver Accelerator with Pastel Developer.
T-shirt: H&M; pants: Adidas; shoes: Converse for Target

(Cyber)Celeb-Powered Marketing
Stevie Ryan, aka Lil Loca, has a full head of Haute Hollywood Locks Extensions in “Catherine the Great.” Her deep raisin, red hair is colored with a Level-5 red violet and then a red cellophane glaze. Shirt and shorts: H&M;
shoes: Betsey Johnson; and necklace: Pistol n’ Pearls


Links Used in this Article


Photography: Steven Barston,
Hair: Janine Jarman
Hair Assistant: Dalinna Rubilio
Make-up: Noel Nichols,, Stace-y Hummel
Photostyling: Jana-Lee Aaby

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