Got2b campaign promotes pheromone-infused hair products

NEW YORK In an effort to promote its new hairstyling line for men that hit shelves earlier this year, got2b has kicked off a multi-faceted marketing campaign.

The new line, called got2b magnetic, hit shelves in March and is touted as being the first hairstyling line for men with “babe-magnet” pheromones. The line includes styling gel and texturing pomade, with new products to be added in 2008.

Aiming to reach men aged 18 to 34, got2b has developed the magnetic 360 degree campaign that is being launched in five phases.

The first phase launched in September and features such guerilla marketing efforts as coasters distributed in bars, postcards in hot nightlife spots and posts in sports clubs.

Phase two targets guys online through a digital program launched in September on Playboy.com and PlayboyU.com. It features banner ads, eyeblasters and feature sponsorships, such as “Best Dressed Man on Campus.”

Phase three was a live interactive event at Playboy’s Annual College Fest in Boston that was held Sept. 22. There was an on-site stylist, a dedicated Playmate, faux-hawk contest, customized magnetic t-shirts and sample giveaways.

Phase four is comprised of outdoor ads on the Vegas Strip, Sunset in L.A. and New York’s Times Square.

The fifth phase, which takes place in November, is a national print campaign with ads running in such magazines as Sports Illustrated, Maxim, Details, Blender and Game Pro.