Case Study One - Maximizing Equity Growth

CHALLENGE:

BIPOC-focused skincare brand, Urban Skin Rx, recently received additional private equity funding and were projected to grow their business at an exponential rate in the year to come. To assist on this journey, they hired mml PR to strategically manage their PR trajectory while simultaneously conceptualizing media programming with an acute focus on behind-the-scenes brand initiatives and Founder/CEO Rachel Roff.

EXECUTION:

As their agency of record, mml PR remained in diligent communication with marketing executives to unearth internal brand happenings and capitalize on each unique opportunity through a PR lens. Examples include:

• Turning an accidental viral Tik Tok video into a plethora of business press, highlighting the brand as an authority on the (then) new social media platform

• Underscoring the brand's tagline "The Melanin Experts" in day-to-day press communication, positioning Founder/CEO Rachel Roff as a go-to expert, resulting in countless interviews and profiles

• Maximizing awareness surrounding philanthropic efforts put forth amid the Black Lives Matter movement, with swift advisement and execution following George Floyd's murder

• Connected parallels between the brand's big-picture objectives, product innovation, and the current media climate to thoughtfully unveil each launch in a strategic and effective manner

RESULTS:

mml pr increased the brand's overall impressions by 169% and total number of placements by 97% YoY during the first year of our partnership.

Case Study Two - Underscoring Authority

CHALLENGE:

Unilever client, Dermalogica, and their spa service business was suffering due to COVID-19 restrictions and consumer safety fears in 2020. As such, to maximize awareness of the brand's pandemic protocols, mml PR aided in creating a "touchless facial" and "Clean Touch Certification" —a stamp of approval from epidemiologists, skin-care professionals, and doctors—to underscore the brand’s spa credibility, while spreading the message that their space is safe for service.

EXECUTION:

mml PR capitalized on the industry's need for information as well as our new virtual reality and strategically positioned Dermalogica as the authority in this sphere, while expertly targeting top outlets to share this news with their readers.

RESULTS:

Following dozens of Tier-A publications spreading word with executive interviews and brand features, the brand garnered half a billion impressions in the span of a few months.

Case Study Three - Elevating a Heritage Brand

CHALLENGE:

Mary Kay has been in existence for nearly 60 years with a core mission of enriching the lives of women through positive community impact, rewarding opportunity, and irresistible products. The brand and mml pr recognized opportunity to foster stronger relationships with key media to garner increased positive coverage on innovative products and brand initiatives to keep Mary Kay top of mind for both press and consumers.

EXECUTION:

mml PR conceptualized an immersive brand trip, annualized in 2016, to invite top tier short lead and long lead editors to the beautiful Blackberry Farm in the Smoky Mountains of Tennessee. The location complements Mary Kay's southern roots and timeless approach while providing ample opportunity to share product launches, feature brand executives and ambassadors, and underscore the brand's rich heritage in a memorable setting.

RESULTS:

Anecdotally, the annual trip is the talk of the town and "a beauty editor's rite of passage" to those who attend. Profile pieces for brand executives have been born over cocktail parties, and 100% of outlets have eagerly returned YoY. A recent trip garnered 317M impressions and $1.7M ROI.

Case Study Four - Brand Spokesperson Support

CHALLENGE:

When new client LORAC Cosmetics approached mml PR to help bring the much-loved 1990s brand back to its red-carpet roots, our strategic advice was to contract a working red-carpet artist. With help vetting, securing, and negotiating, makeup artist Kelsey Deenihan was contracted as the brand's "Artistry Advisor.”

EXECUTION:

The partnership was leveraged for media events, editorial interviews surrounding brand innovation, red-carpet opportunities, NYFW opportunities, and celebrity client seeding.

RESULTS:

18 months later and the brand saw a 30% year-over-year press growth with 1.2 billion impressions solely tied to Kelsey's association with LORAC.