Hello from New York. We operate integrated global offices in New York with a satellite hub in LA. Bringing our dazzling, disruptive PR approach to the US, we work collaboratively with our teams and networks on the ground to create the freshest ideas and the most exciting coverage for your brand.
Thanks to our innovative approach, Beauty Inc has established a reputation of working with true industry changemakers, from retailers to brand founders and beyond.
HOW WE DID IT
Identified a news worthy & relevant celebrity that was online with the Ulta Beauty brand messaging. Ariel Winter was chosen due to her famous hair style and colour changes, delivering an organic, yet exciting partnership.
Hosted a broadcast and media day within the The Salon at Ulta Beauty, with a collective of high reaching and engaging titles, offering 1:1 interviews with Ariel Winter and Ulta Beauty Salon representatives, to generate broadcast and in-depth features.
Created assets via conducting a photoshoot, which were used to outreach to wider titles via a news alert, effectively sending it post secured media exclusive.
HOW WE DID IT
We launched new beauty brand, Westman Atelier, in the US, engaging and building a consumer community outside Gucci Westman’s legion of industry fans and put Westman Atelier at the front of consciously crafted cosmetics conversation.
A PR only campaign that was Barney’s best colour launch ever, exceeding sales plans by 100% and becoming the no.1 beauty brand on Barney’s.com including skincare.
Front page news cemented the brand as the discerning consumers choice in clean and transparent beauty vs. focus on Gucci Westman’s celebrity clientele.
It disrupted the category and elevated the brands position and purpose
10,000 downloads in the first 24 hours
1 billion reach with an AVE of $1.5m
+250% uplift in IOP social mentions during launch week
The campaign resulted in a 10.37% growth in social media following
HOW WE DID IT
Established brand pillars and tone of voice positioning to cement UOMA as a new frontier of beauty inclusivity.
Executing strategic media and influencer activations – including media desksides, targeting feature pitching, a VIP launch event, macro and micro-influencer campaigning and in-store consumer events to build intrigue, create headlines and buzz at launch, sustain excitement and ultimately drive sell out at ULTA.
Featured in US Vogue as one of the many reasons to be hopeful about a greater inclusivity in beauty.
Feature trade launch articles in Business of Fashion and WWD pre-launch have already positioned the brand as the ultimate beauty brand paving the way for true inclusivity in the beauty space with the Skin Kin approach at the forefront
“Foundation for a Post Fenty World” – WWD
- “A forerunner in how brands can be better at inclusivity” – BOF