CASE STUDY / Ethique


Ethique is the world's first zero plastic, zero waste personal care brand. In 2018, the New Zealand-based company partnered with 5W, tasking the agency with launching the brand in the U.S. market, elevating overall brand awareness and perception while sharing its compelling eco-friendly brand and founder story. To effectively introduce Ethique in the United States, the innovator needed a values-led social media community, consistent media coverage and strategic influencer alignment.


5W executed a multi-faceted program to launch Ethique in the U.S., share its brand values, highlight its founder and drive ecommerce sales. Our program included:

Social Media: 5W created the connection between consumer lifestyle and ethically made beauty products. With a focus on core brand values including plastic-free, zero waste and vegan, reinforcing how choosing this brand represents making an ethical choice in the consumer's everyday routine, 5W developed a social voice, created a content calendar, executed influencer collaboration and community engagement cadence that combines lifestyle, values, product education, customer testimonials and giveaways, then amplified this to acquire the right audiences. This worked in tandem with an always-on paid social acquisition campaign focused on audience growth and traffic to ecommerce

Earned Media: 5W has created a strategic earned media program to increase brand awareness among top-tier media outlets, including beauty, business, lifestyle and trade outlets. To achieve this, 5W has showcased the products' points of difference and highlighted the brand's values of being plastic free, vegan, cruelty free and sustainable. Additionally, 5W has positioned Ethique as the innovator and major driver of the "zero-plastic movement" both generally and in the beauty space. To successfully position Ethique as a thriving pioneer in the sustainable beauty sector, 5W has also leveraged CEO and founder, Brianne West, as a thought-leader and green/natural expert, while also positioning her as a successful entrepreneur among top-tier business press.

Influencer Relations: To build awareness and credibility among Ethique's target audience, 5W activated both organic and paid influencer programs. 5W leveraged its relationships with key category influencers, including green makeup artists, celebrity makeup artists/hair stylists, green-focused influencers, beauty-focused influencers and more, to seed Ethique products and gain visibility among consumers. 5W also researched and vetted influencer partners to produce content for Ethique and act as brand advocates.

  • The world's first zero plastic zero waste personal care brand


In just seven months, brand sales increased 362% with combined social media, media relations and influencer campaign support. 5W has boosted overall brand awareness and perception in a variety of ways. Key highlights include:

  • Consistent top engagement (10-12%) on content around brand values
  • Exceeds influencer engagement benchmarks for beauty category by 2%
  • 6.4M social media impressions, 24.8 organic clicks to content, 40K paid clicks to ecommerce, 21K organic engagements, 90K paid engagements, 624 billion media impressions and growing
  • Brand and founder spotlights with key wins including, DailyMail, Bustle, Business Insider, etc.
  • 83 digital and influencer placements and growing, including Earthy Andy, Hello Glow, Living Pretty Naturally, PopSugar, Brit.Co, Travel & Leisure and more
  • Garnered 14+ celebrity makeup artists fans including Jennifer Brent, Suzy Gerstein, Azra Redd, celebrity green-beauty guru Sophie Uliano and more as a result of organic outreach
  • Partnered with key influencers in green/natural beauty/lifestyle space such as Earthy Andy, Living Pretty Naturally and Hello Glow to drive social awareness to the newly launched @EthiqueUSA social accounts as well as pushing brand awareness to relevant audiences