Bravo's "Shear Genius" Times Square Event

Grand Central Marketing produced a Times Square press event to generate buzz and introduce the cast of Bravo’s second season of Shear Genius, the hair-styling competition TV series, to the press and enthusiastic fans.

GCM teamed up with students from New York’s School of Visual Arts’ to turn Times Square’s Military Island into a pop-up salon with ten one-of-a-kind salon chairs. Each chair doubled as an art sculpture that creatively represented an aspect of New York City. The cast joined host and original Charlie’s Angel, Jaclyn Smith and the show’s celebrity judges, Kelly Atterton, Kim Vo, and Rene Fris in the salon.

New Yorkers waited in line for hours, eager to receive celebrity-inspired coifs from the second season’s cast. Fifty-six fans received star-treatment blow-outs and hundreds of fans were given premium Nexxus hair care gift bags.

The event was a fabulous success. Our Shear Genius salon was featured on Access Hollywood, Extra, and in OK! Magazine. In addition to all the media attention, the show experienced a 12 percent viewership increase and a 9 percent increase in its targeted demographic.

GCM produced and managed the Shear Genius salon for Bravo and sponsor Nexxus.