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OBJECTIVE

Raise awareness for the Essential Rinse amongst consumers and media nationwide and direct traffic to the Essential Rinse website

Generate conversation by increasing consumer familiarity and engagement with the brand

Engage and partner with key beauty influencers to grow brand awareness and presence in the beauty and lifestyle communities

Grow social media following and engagement

Air Personality Kate De Ponte. Overall, the editors loved the look and feel of BeYu and said how the makeup felt light and smooth on their skin. They also liked the price point for the high-quality makeup.

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STRATEGY

As we led up to the launch of Essential Rinse by Younghee, a toner for your hair and scalp, we conducted a bespok media training program for Younghee. In addition to securing 1:1 media appointments, interviews, and desksides.

We secured over 15 appointments with top beauty editors who cover for over 30 different outlets.

Additional outreach surrounding the launch included a product mailer to 100 top editors, celebrity hairstylists, producers, and Beauty Bloggers.

RESULTS

In just the first month after the launch Essential Rinse was prominently featured on topline outlets such as, InStyle.com, Yahoo! Style, Popsugar, I Want To Be Her, and Fat Mascara.

40+ million media impressions in just 3 months!

More than 20 press hits with long/ short lead publications.

Doubled online and in-store sales

Drove new visitors to www.essentialrinse.com

Essential Rinse came out as a finalist for the 2017 NYLON

Beauty Awards on the Beauty Hit List, and the winners will be announced in their September issue.

 

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