Building cosmetics brands with PR for Badgequo

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Testimonial

Kai Arter, Badgequo’s managing director: “Brand8 PR have a great deal of knowledge and experience of both the retail and beauty sectors which they utilise on our behalf. Their approach to PR is both creative and effective, ensuring that the activity they carry out is always aligned with our business objectives. The Brand8 PR integrated approach sets them apart from the competition and provides us with a service that we truly value.”

Objectives

Cosmetics company Badgequo appointed Leeds PR agency Brand8 PR to deliver a public relations campaign that would:

• Raise awareness and generate demand for its two key cosmetics brands - Technic and Body Collection - amongst female consumers
• Position the brands’ products as fashionable, affordable and capable of achieving great results
• Deliver an e-commerce site for Badgequo – www.lovethymakeup.com – to act as a focus for marketing activity and to sell Technic and Body Collection

Response

Leeds PR agency Brand8 PR initially researched the beauty sector and Badgequo’s products to create consumer typologies for each. This then made it possible to accurately identify the appropriate media outlets to target in order to reach the appropriate target audiences.

A range of hero products was selected from both the Technic and Body Collection ranges, which were deemed to be of most interest to beauty journalists. Brand8 PR then undertook a product placement-focused media relations campaign targeting consumer outlets including women’s interest magazines, national and regional beauty pages and beauty-related websites and blogs.

Press releases detailing key products were then written and distributed, along with creative sample mailings. This initial communication was followed up with constant interaction with the media to assess interest, secure coverage and create further product placement opportunities. Beauty and fashion trends were also continuously monitored so that relevant Technic and Body Collection products could be promoted to enable particular looks to be achieved.

To underpin all PR activity, an e-commerce website – www.lovethymakeup.com – was developed. Specific media relations activity was conducted to drive consumers to the site and Facebook and Twitter accounts were set up to create an online community, where exclusive information and product announcements could be shared.

Leeds PR agency Brand8 PR has also recently created a lovethymakeup beauty blog to generate further content and create increased interaction with site members and visitors.

Results

In the past 12-months Leeds PR agency Brand8 PR has generated 350 press cuttings for Badgequo, achieving an AVE of £324,566 and creating almost a billion opportunities to see. Key coverage highlights have included pieces in Look, Closer, More!, Now, Prima, Bella, Chat, Best, The Daily Mirror, Shout, Sugar, Mizz, New, The Daily Mail and Bliss. Online coverage has also been consistently secured in online outlets such as Sugarscape, creating online conversations about Technic and Body Collection products.

Since starting the campaign Badgequo’s sales have increased by 24 per cent and website traffic also consistently risen month-by-month, helping to generating online sales and acting as an effective data capture method. A clear correlation has been shown between coverage achieved and visits to the site, with product mentions in the media (both on and offline) resulting in visitor numbers increasing by up to 300 per cent.

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