To support the Master Palette by Mario for holiday 2016, a special collaboration between Anastasia Beverly Hills and celebrity makeup artist Mario Dedivanovic, mml PR worked closely with the brand to execute a multi-faceted PR program.
Long-lead: intimate launch preview breakfast with 20 top-tier, long-lead publications at the Baccarat Hotel. Anastasia and Claudia Soare as well as Mario were in attendance.
Broadcast exclusive: aligning with the palette’s launch at retail, Mario gave “E!” viewers his holiday beauty how-tos, incorporating his new launch.
Short-lead: creative delivery to key digital outlets, amplifying online coverage and creating a steady drumbeat of press that supported the palette across all retail channels.
mml has been working with luxury, all-natural skincare client ARCONA since 2008 when tasked with the re-launch of their product line and newly relocated spa to the press and consumers
Over the last four years, mml has repositioned the once “indie” brand into a house-hold name loved by beauty editors, celebrities and makeup artists
Under the mml umbrella, ARCONA was able to secure Nordstrom as their first major retail partner – they are currently one of the top selling skincare lines on the beauty floor and on Nordstrom.com
mml helped secure Allure’s Prestigious “Best of Beauty” Award for ARCONA’s Wine Hydrating Mask in 2009 and for their Cranberry Gommage in 2011
mml consistently secures top placements for ARCONA in publications such as Vogue, Harper’s Bazaar, Town & Country, People, and TODAY.
mml pr ideated and executed a social campaign on behalf of Soap & Glory in support of the brand’s Fizz- a-Ball Bath Bombs. All social posts were crafted to drive in-store and online traffic to Walgreens, Soap and Glory’s core retailer.
Contracted eleven highly-trafficked, engaged influencers to deliver captivating campaign deliverables designed to showcase the Fizz-a-Ball Bath Bombs in an aspirational, spa-like atmosphere
Campaign creative included a “Soaper Spa Challenge,” which encouraged influencers to transform their bathtub spaces into personal spa oases – giving Soap & Glory ample opportunity to reuse the dedicated content on their own social channels.
To maximize ROI, mml pr tested a new outreach strategy centered on influencer “friend groups.” By contracting multiple influencers who are frequently featured in each other’s feeds, mml pr was able to effectively flood followers’ feeds, ensuring Soap & Glory’s target consumer saw the dedicated content multiple times.
To support the launch of the Kenra Professional Shaping Spray, mml pr and Kenra Professional hosted a group of 5 top beauty editors – Andrea Lavinthal, People Magazine, Heather Muir, Real Simple/Health, Kelsey Castanon, Refinery29, Chloe Metzger, MarieClarie.com, and Sam Escobar, Allure.com - at a beautiful resort in Sag Harbour.
In addition to serving as an aspirational platform to launch Kenra Professional’s newest hairspray, the weekend served as an opportunity for the editors to further engage and build stronger allegiance with the Kenra Professional brand.
With activities such as a launch luncheon, outing to Wolffer Estate Vineyard, yoga, and on-demand hair services from Celebrity Hairstylist David Lopez, the weekend encouraged an enhanced knowledge of the brand, social media posts, and an introduction to Kenra Professional’s newest launch, Shaping Spray.
To further support the launch and provide background on the Kenra Professional brand as a whole, celebrity stylist, David Lopez, was in attendance to speak to Shaping spray, as well as use on the editors throughout the weekend.