Back To Earth Skin - Brand Launch:

As the Canadian agency-of-record for Back to Earth Skin for their 2023 GLOW line launch, NKPR has worked to increase brand awareness, drive growth and sales through a robust PR strategy including strategic events, media relations tactics, influencer programming, seeding, retail introductions and more.

Opportunity

Drive widespread awareness, growth, excitement and most importantly sales for the launch of Back to Earth Skin’s GLOW line through a strategic launch event and announcement, ongoing tailored media relations, influencer relations and seeding programs, along with strategic retail introductions. 

What We Did

  • Successfully executed a seasonal preview to launch Back to Earth Skin and introduce the brand to key media, influencers and on-air beauty experts. 
  • Ongoing monthly product seeding to influencers and media (average of 20-30 new targets per month)
  • Leveraged relationships with Canadian media and on-air beauty experts to position Back to Earth Skin as the new standard of natural skincare through secured top-tier editorial + broadcast coverage.
  • Successfully launched Chantal Kreviazuk as the official brand ambassador with an intimate media dinner.

Results

  • Announced, launched and continued momentum with top-tier media and journalists securing 32 pieces of coverage, resulting in over 23 million media impressions. Channel breakdown includes:
    • Print: 4,456,957
    • Online:14,914,00
    • Broadcast: 4,082,500
    • Key title placements include: ELLE Canada, Chatelaine, FASHION Magazine, HELLO! Canada, The Kit, Living Luxe, HOLR Magazine, Cityline 
  • Conducted outreach to select media and influencers to test and trial the new to market products with 207 influencer seeded, resulting in 1,697,898 organic social media impressions.
  • Worked with the team and artist Chantal Kreviazuk to launch her as the brand’s ambassador, while coordinating an intimate dinner event, which resulted in 8 pieces of media coverage and 3,895,198 social media impressions.  
  • Retailer introductions: Holt Renfrew Beauty, Four Seasons, The Ritz-Carlton, Toronto, Sephora, Hazelton Hotel, etc.
  • The GLOW Facial Mist won best facial mist in the ELLE Beauty Grand Prix Awards for 2023, as a category and submission recommended by NKPR.
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