Unleashed Potential has managed the PR for L’Oréal Professional Products Division brand MIZANI since it launched in the UK in 2005. In fact, we were responsible for performing the market research two years prior to this, which was instrumental in the decision to bring the brand, which produces premium products formulated for curly hair textures, to British shores.

9 years on, the PR profile has grown from strength to strength. In 2012 alone, editorial levels rocketed by 55% (with 90% of these being consumer editorial), making MIZANI the most quoted brand in it’s sector across the UK.

After extensive research and negotiations in 2012 managed by our team, 2013 saw the client appoint their first ever celebrity ambassador – lead singer of the Noisettes and hair icon, Shingai Shoniwa. As well as managing the photographic shoot to produce the campaign images, we also organised a press event which saw journalists attend from top titles including OK!, Look, Cosmopolitan, Never Underdressed and marie claire to name but a few.

The Shingai campaign garnered editorial on Grazia online (two features in one month), a full-page feature in Stylist, The Telegraph (feature in Stella and two in-depth online features), Now (a three-page spread) Look (full page feature and front cover teaser), two front covers, a meaty feature on Cosmopolitan online complete with multiple campaign images and product mentions, plus dozens of other articles (most of which span between one and three full pages).

In 2014, we spearheaded their latest celebrity ambassador campaign, securing Queen of British soul Beverley Knight as the face of the brand. Unleashed Potential was again tasked with organising a video shoot as well as a press event at the prestigious Rosewood London.

Within a few months of the campaign, we had secured over 70 pieces of coverage for the Beverley Knight ambassadorship, including a full page feature in woman & home Feel Good You, a three page spread in Now, a double page spread in Star, a quarter page in Woman and The Sunday Telegraph’s Stella magazine as well as interviews in The Daily Mirror, the Daily Express Online and Cosmopolitan online.

Make-Up and Beauty Treatments

Fashion Fair

Client Experience

faceframe 3D EyebrowsLiz EarleL’Oréal Paris


Eminence Organic SkincareFashion Fair

Client Experience

Balm BalmDr. Dennis Gross SkincareGarnier
L’Oréal ParisLip GlamRepêchage
suki skincarepai skincare

Hair Products and Treatments


Client Experience

Alchemy OilsDark and LovelyGarnier
John MastersL’Oréal Parismilk_shake

Hair Tools and Extensions

Kent BrushesKent Salon

Client Experience

American DreamCloud Nine

Salons and Session Stylists

Anne VeckHair LoungeHype Coiffure
Nataliya RobinsonPaul Falltrick CreativeWebster Whiteman

Client Experience

Andrew BartonAnna CofoneCedar Falls
Craig ChapmanCobellaDlyan Bradshaw
face etc…medispaHouse of RushNicola Smyth Award Winning Hair
nkd ( ) waxingPaul Falltrick HairdressingStrands



Client Experience

Professional Beauty London