Madison Reed Starts Major Marketing Campaign with UConn’s Women’s Basketball

Madison Reed is rolling out ColorWonder Demi-Permanent Hair Color, and the launch is being supported with a huge investment into marketing prowess of women’s college basketball at the University of Connecticut (UConn), a powerhouse NCAA Division I team.

The new demi-permanent hair color is available for use at home or by a licensed professional in one of Madison Reed’s 92 brick and mortar shops.

The long-term partnership with UConn Athletics and the UConn Women’s Basketball Team includes the formation of Team ColorWonder and a campaign with Paige Bueckers, Azzi Fudd, Ice Brady and Morgan Cheli, players who are serving as brand ambassadors and impact advisors.

Amy Errett, CEO and founder of Madison Reed, is a UConn alumnus.

 “No matter who you are, where you come from or what you do—from sports to business or cosmetology—women deserve the opportunity to work hard, show up unapologetically and be rewarded for their talents,” said Errett. “With the launch of Team ColorWonder we’re shining an overdue light on these incredible women athletes, creating opportunities for them to thrive on and off the court in the same way that is afforded to their male counterparts, and showing that the options can be unlimited when you dare to work hard and focus on achieving your goals.”

Naming Rights

As part of a larger partnership with UConn, Madison Reed is also sponsoring the Gampel Pavilion and XL Center—the home court for the team— for the next three years.

As such, Madison Reed becomes the first female-founded, grad-founded brand with court naming rights at UConn.

Targeting Hair Color Fans

The addition of ColorWonder to Madison Reed’s product portfolio is the latest chapter of Madison Reed’s growth story, giving the brand the opportunity to capture the market of women 18-44, 78% of whom color their hair. The Team ColorWonder campaign will include influencer partnerships, organic and paid media, in-store marketing at Ulta Beauty, and national TV exposure associated with naming rights at Gampel Pavilion and XL Center. Experiential events are planned in Los Angeles in late September and early October, as well as at UConn basketball games throughout the season, which begins in November.

Women’s athletics are a hotbed of marketing activity in beauty.