Jane Iredale- Health & Beauty PR

OBJECTIVE

jane iredale - THE SKIN CARE MAKEUP, a comprehensive line of mineral makeup developed to enhance the lives of women, tasked 5W Public Relations with executing a summer "glitz and glam" media event to help introduce their Holiday Collection to top long lead beauty focused editors. The jane iredale Holiday Collection was created to offer their consumers endless party-perfect looks and features the products: the Glamour Eye and Lip Palette, the Snappy Brush Wand and the Brilliant Limited Edition Refillable Compact, all sold separately.

5W's job was to build awareness and generate buzz around the lunch in an interactive and fun setting that allowed each editor to receive a briefing on the collection as well as a makeup application to further their understanding and personal experiences with the brand.

Our objective was to solidify media placements for the Holiday Collection in November/December issues as well as help further ongoing media opportunities with the personal face time and interactions with the brand representatives. Once people have the opportunity to put the makeup on their face, they're hooked.

STRATEGY

To generate significant media awareness and play off the theme of glamour, glitz and glam, 5W set out to educate key beauty and lifestyle influencers about the new Holiday Collection with an interactive media event at celebrated stylist and designer Rachel Zoe's DreamDry blowout bar. 5W chose an evening event to give editors an after-work treat in a spa-like setting.

With the motto "Making every day glamorous," the newly opened salon in New York City's Flatiron district offers a super luxe atmosphere adorned with gilded decor, which made the venue ideal for complimenting the "glitz and glam" event theme and attracting top tier media with the opportunity to receive a professional blowout.

5W arranged for attendees to receive a makeup application from a jane iredale makeup artist, where they had the option to choose from five customized jane iredale holiday looks showcasing the new Palette, as well as a blowout of their choice from a DreamDry hair stylist. Upon arrival and prior to receiving their makeup application, all attendees were briefed on the Holiday Collection as well as additional top launches from the brand. Each editor enjoyed one-on-one interactions with makeup artists as well as 5W team members.

To encourage on site social media mentions, 5W worked with the internal jane iredale team to develop the hashtag "#glitzandglam" and created a welcome sign inviting editors to connect with @janeiredale and post memorable photos throughout the evening.

RESULT

The jane iredale Holiday Collection Media Preview event introduced key media influencers to the brands' upcoming launches as well as additional new and notable products. The media turnout was incredibly strong: 30 guests attended from top outlets including ELLE, Marie Claire, W, InStyle, Health, Allure, Redbook, SELF, and other. The feedback 5W received from the editors during and post-event was tremendously positive, and several created social media buzz. Editors loved their applications, making many personal requests for products. 5W received many additional story leads from several editors. Outreach and follow-up has helped maintain key relationships for future opportunities. 5W continues to strengthen relationships with the media at such occasions as they allow for both brand and personal connections to be enhanced.

PR firm, PR Agency, Public Relations

PR firm, PR Agency, Public Relations

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