Ivanka Trump's dazzling new haircut deemed PR masterstroke for garnering $36 million in online news publicity
Ivanka Trump grabbed headlines on September 3 when she stepped out in Bogota, Colombia, and her tailored green sleeves became an embarrassment in the windy weather. However, the real news was her brand new hairstyle.
The first daughter stunned observers with a dramatic platinum bob cut for her South American tour starting in Colombia, where she met with female police cadets at an academy and inaugurated a forum about women's finances, The New Daily reported.
Ivanka's sharp haircut garnered over $36 million in online news publicity over the next three days, according to the outlet. According to Critical Mention, a software firm that monitors news mentions, it reached an online news audience of more than 1.4 billion.
Now that's a PR masterstroke by anyone's estimate, considering the simple change in hairstyle. Speaking to The New Daily, Nicole Reaney, director of Sydney’s InsideOut Public Relations, described the move as "a frugal PR campaign that’s been able to generate global media attention."
"I only wish I had thought of that!” she said. “This ticks all the publicity boxes: Cheap, simple, garners widespread attention. Now that she has the eyes of the world upon her, she can truly leverage her brand image.”
The 37-year-old mother of three has modified her hair to resonate with senior diplomatic responsibilities and her growing political ambitions.
In 2016, when President Trump was inaugurated, Ivanka's hair was ashy and long. The hairstyle gradually transitioned through honey blonde with a wave into the platinum curtain that Ivanka sported during the G20 summit in Japan in June this year.
But the president's eldest daughter reportedly wants a more corporate edge to her previously girlish look as her family inches closer to the 2020 election season.
“A shorter cut portrays a more professional, sophisticated image,” Reaney said. “As Ivanka takes on more of a political role, it’s possible she has been advised to consider every aspect of her communication style, which includes physical appearance. With Donald at the helm, the world’s eyes also gravitate to her and will form opinions and impressions based on what they see.”
On September 4, Ivanka deviated from the bob to wear her hair in a low, messy bun as she visited a migrant shelter and strawberry farm. Furthermore, she also wore a beige peasant-style dress instead of her otherwise architectural couture. “It makes complete sense for someone with a profile to mold their appearance to adapt and build rapport with those they are meeting," Reaney said, applauding the move.