DECLÉOR, the pioneer of Aromatherapy skincare since 1974, is a botanical powerhouse that harnesses the natural power of essential oils to create exceptional and results-driven treatments for skin, body and mind. A 5W partner since 2010, DECLÉOR recently tasked 5W with elevating overall brand awareness and perception in the following ways:

  • Increase quality and quantity of top-tier print and digital media coverage year over year
  • Support product launches and collection expansions with impactful tactics
  • Elevate key brand ambassadors and partnerships with celebrity aesthetician Mzia Shiman and key makeup artists
  • Strengthen brand awareness in niche categories, including spa, green and wellness outlets
  • Publicize company initiatives, such as milestone anniversaries and the relaunch of the brand
  • Elevate the brand’s expertise in oils and treatment technique
  • Celebrate key hero products year-over-year
  • Align the brand with new celebrities and trendsetter

Media Placements

Media placements for Decleor Paris (5W PR Beauty Client)

STRATEGY

5W’s PR strategy focuses on earned media and organic program growth, expanding the following programs year-over-year:

  • Full Scale Media Relations Campaign (Product Placement, Company News, Brand Experts)
  • Unique Print and Digital Press Events with Social Media Activations
  • Key partnerships and ambassadorships with leading industry professionals
  • Celebrity Makeup Artist Sponsorships
  • Annual Editor Deskside Meetings
  • Editorial Award Submissions
  • Editor Relationship Program (One on One Meetings, Gifts, Personal Conversations)

RESULTS

Over the past seven years of this partnership, 5W has increased high-quality, high-visibility media coverage and has boosted overall brand awareness and perception in a variety of ways. Key highlights include:

  • 8+ billion media impressions and growing
  • 200+ print placements and growing, including Harper’s Bazaar, W, ELLE, VOGUE, InStyle, Cosmopolitan, Dr. Oz The Good Life, The New York Times, WWD, The Wall Street Journal and many more
  • 10+ editorial award wins and spa directory listings including Health, InStyle, BlackBook, Total Beauty and more
  • 600+ digital and influencer placements and growing, including Refinery29, Total Beauty, Byrdie, Yahoo!, Huffington Post and more
  • Successfully launched a network of brand ambassadors with key category influencers, including celebrity facialist Mzia Shiman, celebrity makeup artist Vincent Oquendo and esteemed dermatologist Dendy Engelman
  • 40+ influencer placements and growing, including Vogue.com, WWD, InStyle, OK! Magazine, Refinery 29, Self.com, NewBeauty, Harper’s Bazaar, Glamour.com and many more
  • 300+ trade features and growing, including WWD, NewBeauty, American Spa, Skin, Inc., Beauty Launchpad, DAYSPA, Dermascope, Modern Salon, GCI, Happi, Cosmetics & Toiletries, Beauty Store Business, Beauty, Inc. and many more
  • Increased social media buzz with 50+ VIP mentions and growing, from top editors at Vogue, beauty influencers, celebrities and models
  • Increased celebrity fans including Ashley Graham, top Victoria’s Secret models Elsa Hosk, Martha Hunt, Sara Sampaio and more
  • Recognition of DECLÉOR’s flagship AROMESSENCE products as the “go to” products to achieve a “Victoria’s Secret Angel Glow” through key ambassadors and influencers plugging the product in media interviews, with over 15 immediate top-tier placements per event including UsWeekly.com, Glamour.com Vogue.com and more

 

"We love working with the 5W team! They have been steadfast in securing one amazing opportunity after another, and our PR results have skyrocketed since we began working with them. Not only does this talented beauty PR team consistently bring us in front of key editors and keep DECLÉOR and CARITA top of mind, but they also create excitement around all of our promotions, ultimately helping to drive sales."

- Cindy Willette, Director of Marketing
at DECLÉOR USA, a L'Oréal company


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