Lucy Bee: launching vegan skincare at Christmas
Premium vegan skincare brand Lucy Bee wanted to build brand awareness and drive product placement across key gifting moments in the lead up to Christmas. The challenge was securing cut-through at one of the busiest times of year, when competition from established, big-spending brands is rife.
Our response?
We delivered a proactive press office – starting well in advance to target key beauty journalists.
how we did it?
Our media relationships were key, utilising relationships to engage individuals for face-to-face briefings allowed us to ‘on-board’ them despite the competition.
We drew out key brand and product messaging – particularly within ethical and natural beauty – and seeded these to media across a 3-month period. We sought proactive and reactive opportunities to place the soaps in Christmas gift guides, as well as positioning the soaps as a sustainable alternative to plastic cosmetic products.
Results
Coverage secured across a range of national and lifestyle titles such as Vogue online, Sheerluxe, Health & Wellbeing, Telegraph online, Metro and Standard online.
The total reach exceeded 129 million and helped to drive brand awareness and line up coverage opportunities.