Bailey's Beauty Shop makeover program travels to Brooklyn, NY

(April 21, 2006) As part of a new urban marketing strategy, Baileys Original Irish Cream has created the Baileys Beauty Shop, an program that celebrates the entrepreneurial spirit of urban beauty salon owners and provides their businesses with interior design makeovers. G's Urban Hair Styles Salon in Brooklyn was recently selected as the program’s latest recipient.

Recognizing that urban beauty salons along with barber shops have historically been the most influential, respected, and staple business enterprises within African-American communities, Baileys Beauty Shop is a unique way to assist salon owners in raising their visibility within their respective neighborhoods. African-American owned beauty salons have long been known for providing their customers an oasis away from the world where they could feel free to bond and gossip.

"Beauty salons serve as important hubs of communication and connectivity and sometimes a rite of passage for African-American women," said Alefiyah Merchant, Baileys Brand Manager for Diageo. "Baileys' support of shop owners and stylists is a perfect means to help further stimulate their businesses."

The Baileys makeover transforms the salon into an upscale retreat complete with new mirrors, furniture, workstations, and a fresh coat of paint incorporating Baileys signature colors into the space. The makers of Baileys liqueur chose G's Urban Hair Styles Salon in Brooklyn because of salon owner, Garvin Greaves' vision, commitment to the community, and his continued efforts to live his dream. As a young child, the Trinidad-native would sit on his mother's porch and cut his neighbors' hair. At the age of 21, Greaves migrated to the United States to achieve his goals of owning a hair salon.

"I'm honored that G's was selected to be part of the Baileys Beauty Shop program," said Garvin Greaves. "It has always been my dream to own an upscale beauty salon and now my dream has become a reality."

In addition to the interior design makeover, Baileys liqueur and G's Urban Hair Styles will host private, invitation-only networking events on Thursday evenings where salon guests 21 and older can enjoy live entertainment, refreshments, and complimentary beauty treatments.

"Girlfriends love hanging out at the shop and catching up with each other. Knowing they can completely be themselves at the beauty shop is important, and we believe there is no better way to responsibly enjoy Baileys than when getting together with friends," said Merchant. "But more importantly, we want to be a part of what's happening in the community, and we want to put a stake in the ground to say we support small business leaders that make every day life more enjoyable."

The New York launch follows a successful November 2005 introduction in Philadelphia. The Baileys Beauty Shop will also make stops in Chicago, L.A., Washington D.C., Atlanta, Houston, and Detroit through June 2006.


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