CASE STUDY / ETHIQUE

launching an INTERNATIONAL DTC PERSONAL CARE BRAND IN THE US: DRIVING GROWTH IN SALES, STORYTELLING, & RETAIL EXPANSION

Media Relations / Thought Leadership / Founder Profiling

Ethique, a beacon of sustainable beauty, revolutionized personal care with its ingenious solid formulations. While beauty bars and concentrates are considered mainstream today, this wasn't the case when the New Zealand-born brand approached 5W in 2018 to help bring wider awareness and advocacy in the ultra-competitive U.S. market.

Ethique

STRATEGY

A key component of making ethique a household name was shifting consumer preferences away from conventional liquid and bottled products like shampoos and body lotions, and guide them towards eco-friendly alternatives like solid bars and concentrates. Positioning the products, brand, and Founder Brianne West as industry changemakers, 5W secured strategic press coverage driving the narrative that sustainable living is not only crucial to the wellbeing of ourselves and the planet, but is accessible through simple lifestyle changes and product swaps. Via dynamic storytelling and strategic brand vision, we championed West to ensure her influential voice remained at the forefront of the clean beauty category, establishing her as a trusted and inspirational innovator in the space.

Ethique

17 Billion

media impressions

10 Million

plastic bottles diverted from landfills

Over the course of five years, 5W garnered over 1,000 impactful features with 17B+ media impressions in outlets such as Allure, New York Times, Oprah Magazine, Forbes, INSIDER, USA Today, Travel + Leisure, Vanity Fair, ELLE, InStyle, Bustle, and many more. We also celebrated coveted award wins with TIME's Best Inventions, Refinery29's Beauty Innovator Awards, Cosmopolitan's Holy Grail Beauty Awards, among others. These strategic efforts resulted in increased brand awareness and visibility, catching the attention of key retailers and ultimately, leading to expansion from DTC to Amazon, Target, and CVS.

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Ethique

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