COSMETICS& BEAUTY

THE HEALTHY LIFESTYLE AGENCY

TRILOGY SKINCARECHALLENGE:How do you launch an award-winning New Zealand skincare brand and separate it from the “natural noise” in the US market?

HOW:You elevate the status of the brand to highlight it ’s inner “wow” factor. Our approach was to create a unique and intimate setting to showcase the Tri logy story to the press. The 24th Street Loft provided the perfect backdrop. The all-white space acted as a blank canvas allowing the Tri logy l ine to truly stand out and reveal its true nature. We made the event interactive with an original hashtag which was uti l ized across all social channels, as well as a “Royal Portrait ” photobooth, to allow press and media to channel their inner Kate Middleton (who as it turns out is a huge advocate of the brand).

RESULTS:The event proved to be the best Tri logy launch to date. With over 50 members of the press in atten-dence, the Tri logy team had the opportunity to present their l ine with one-on-one interviews with ed-itors from media outlets such as: The New York Times, Cosmopolitan, Marie Claire, Mind, Body, Green and Redbook to name a few.

DISCOVERTRILOGY.

DISCOVER TRILOGY PRESS LAUNCH

PRESS KITS

NOURISHEA

CHALLENGE:How to change perceptions about Shea Butter products? Most products available tended to be raw Shea Butter—thick, greasy and diff icult to rub into skin—not particularly appealing. NouriShea’s unique formulations were soft, easy to apply and very effective for moisturizing all types of skin—not just problem skin.

HOW:By designing the look of the packaging to work for both natural and mass distribution, we were not l imiting the brand’s potential. Leveraging the “mom appeal” of the founder, we told the “NouriShea” story of natural, green, sustainable and “Beauty You Can Feel Good About.”

RESULTS:Following grassroots init iatives, NouriShea is now in distribution in the natural product channel.

THE VERYBEST SHEA,EVERYDAY.

LOGO & PACKAGING

WEBSITE & ADVERTISING

HERBACIN

CHALLENGE:The Herbacin® “green l ine” has been used and loved by women and celebrit ies for decades. How to keep faith with loyal mature consumers, while expanding brand awareness across a younger demographic audience?

HOW:By uti l izing print media with social media we were able to target key consumer groups with very specif ic messaging. Social media has been very effectively used to introduce new consumers to the Herbacin brand, and our on-going PR campaign has connected the brand with celebrit ies and brand advocates.

RESULTS:The Herbacin brand is enjoying increased retail distribution with new product introductions and marketing init iatives in the US and markets around the globe.

BEAUTIFUL SKIN IS OURNATURE.

SOCIAL MEDIA

DEVITA COSMETICS

CHALLENGE:How to persuade women that a l ine of vegan skincare and color cosmetics could produce the same—if not better—results than the brands they are familiar with.

HOW:Our approach was to align DeVita with events and media channels to enhance their sophistication and performance. Nothing showcases beauty brands better than high profi le events l ike Fashion Week. By partnering with Vaute Couture, where designer Leanne Mai-ly-Hilgart is a new rising star t ipped to be the next Stella McCartney, DeVita was able to collaborate with the designer to create the look for the New York show.

RESULTS:The reviews are pouring in and DeVita now has the distinction of being the cosmetic brand of choice at the f irst al l-vegan fashion show! By leveraging this event, our PR campaign is roll ing out, creating increased brand awareness and recognition.

MAKINGVEGAN HIGH FASHION.

NYFW SHOW & PRESS

NYFW SHOW & PRESS

SHEA TERRA ORGANICS

CHALLENGE:There are hundred’s of skincare brands competing for attention…many of them from well-known companies with big budgets. So how to break through the clutter and get this unique organic brand noticed?

HOW:By making it personal. Tammie Umbel not only has a compell ing and certainly unusual story to tel l , in person she is a tour de force. Passionate about helping the women who supply her with traditional ingredients native to their county, she weaves a magic spell that is irresistible. The strategy was simple, get Tammie in front of as much influential media as possible.

RESULTS:Over 25 deskside meetings with top beauty and fashion editors, from Cosmopolitan to Marie Claire, InStyle to Lucky magazine. The media love Tammie and the Shea Terra brand.

WHEN ALLTHE STARSALIGN.

NATIONAL PR CAMPAIGN

ADINNYC.COM • E: SUE@ADINNYC.COM • P: 212. 693. 2150

THE HEALTHY LIFESTYLE AGENCY