5WPR's skincare and haircare PR case studies cover Medicube, Manuka Health, Wavytalk, It's a 10, DevaCurl, The Doux, Ethique, and epres. Published results range from 210 million impressions for Manuka Health's skincare launch to 93 billion-plus impressions for It's a 10 since 2017. Each case study below states the result, the period, and the PR tactic behind it.
How Do 5WPR's Skincare and Haircare Case Studies Compare?
5WPR's eight published beauty and personal care case studies differ in category, period, and tactic, so each result below is paired with the period the case study reports.
| Brand | Category | Published result | Period |
|---|---|---|---|
| Medicube case study | Skincare devices | 420+ placements; 2.5 billion impressions from the Hailey Bieber collaboration | Under two years; three months |
| Manuka Health launch | Skincare launch | 210M+ media impressions | Two weeks after launch |
| Wavytalk case study | Hair tools | 643 placements; 27.3 billion impressions; number one share of voice | Not stated |
| It's a 10 case study | Haircare | 1,400+ placements; 93 billion-plus impressions | Since 2017 |
| DevaCurl case study | Curl haircare | 650+ placements; 17.4 billion-plus impressions | 18 months |
| The Doux case study | Textured haircare | 4,000+ placements; 20 billion-plus impressions | Two years |
| Ethique case study | Solid personal care | 1,000+ features; 17 billion-plus impressions | Five years |
| epres case study | Bond repair haircare | 520+ placements; 18.7 billion impressions | Three years |
How Did 5WPR Introduce Medicube to U.S. Consumers?
5WPR introduced Medicube, a Korean skincare device brand, by pairing creators and a dermatologist with earned celebrity moments. The program included partnerships with Tati Westbrook and Mikayla Nogueira, a mention from New York dermatologist Dr. Dendy Engelman, and a Hailey Bieber TikTok video followed by a paid campaign with Khloe Kardashian, per 5WPR's published Medicube case study.
The case study reports 420+ placements in under two years and 2.5 billion impressions from the Hailey Bieber collaboration within three months. The full sequence and the scope behind each number are in the Medicube skincare PR campaign breakdown.
How Did Wavytalk Reach Number One Share of Voice in Hair Tools?
Wavytalk rose from last place, with 2 percent share of voice, to number one in its hair tools category after partnering with 5WPR, per 5WPR's published Wavytalk case study. The program delivered 643 media and influencer placements and 27.3 billion impressions, and share of voice rose 36 percent year over year.
5WPR secured a partnership with celebrity hairstylist Andrew Fitzsimons and placed Wavytalk tools in styling for Madelyn Cline at the Met Gala, Sabrina Carpenter's Short N' Sweet tour, and Chappell Roan and Gracie Abrams at the GRAMMYs red carpet. Wavytalk won the Marie Claire Hair and Skin Awards, the Glamour Beauty and Wellness Awards, and the NewBeauty Awards.
What Has 5WPR Done for It's a 10 Since 2017?
5WPR has secured 1,400+ placements and 93 billion-plus impressions for It's a 10 since 2017, per 5WPR's published It's a 10 case study. The program centers on founder Carolyn Aronson, who created the brand in 2006, and on National Love Your Hair Day, a brand-owned event 5WPR created.
The case study states that the 2020 National Love Your Hair Day sold roughly $1.5 million in three days, which it describes as the largest e-commerce sale activation in professional haircare history.
How Did 5WPR Launch Manuka Health's Skincare Line?
5WPR launched Manuka Health's skincare line with a week-long trip to New Zealand for hand-selected beauty editors during peak manuka flower season. The editors visited the brand's hives and extraction facility, and the case study reports 210M+ media impressions within two weeks of the launch, with 100 percent of attendees publishing standalone features.
A second phase added a Michelin-star, honey-infused dining experience in New York, which the case study credits with 2.3 million social impressions to date. Details are in the Manuka Health launch case study.
What Do the DevaCurl, The Doux, Ethique, and epres Case Studies Show?
The DevaCurl, The Doux, Ethique, and epres case studies each rely on a different lead tactic: multicultural press, founder voice, a product-category shift, and a founder with prior industry credentials.
DevaCurl's program focused on multicultural outlets, executive spotlights, and professional stylist events, and reached 17.4 billion-plus impressions in 18 months. The Doux's program positioned founder Maya Smith as a curl expert and produced 4,000+ placements in two years. Ethique's program moved consumers from liquid shampoo to solid bars, and the case study reports expansion from DTC to Amazon, Target, and CVS.
epres launched as a bond repair brand from Olaplex inventor Dr. Eric Pressly against Olaplex and K18, with salon events in New York City and Los Angeles. The case study reports 520+ placements, 18.7 billion impressions, and six award wins over three years.
Which Multicultural Haircare Portfolio Did 5WPR Add in 2026?
Strength of Nature named 5W Agency of Record on July 9, 2026, covering African Pride and Motions Xpress Shampoo Hair Color, per the PRNewswire announcement. The appointment builds on an existing partnership in which 5W previously supported select services.
The announced scope includes strategic positioning and planning, media relations, creative deliveries, product seeding, a celebrity stylist and influencer seeding program, award submissions, measurement, and reporting. No results have been published for this account yet.
How Does This Work Fit 5WPR's Beauty Practices?
5WPR runs skincare, haircare, and nail care work as one team within its skincare, haircare, and nail care practice, alongside the wider consumer beauty PR practice. Skincare devices such as Medicube also draw on the beauty devices PR practice.
Compare any agency's case studies by period and scope, not by impression totals alone.
