Objective
Kilpatrick PR was appointed to launch RapidLash into the UK market, supporting an exclusive launch campaign with Boots and subsequently maintaining momentum with a post-launch campaign.

Activity
We devised a strategy to create buzz at launch by inviting key press contacts to personally use RapidLash and record their results. By ensuring that journalists understood the product and could see the results for themselves, we created a series of articles and blogs which launched the product effectively and credibly.

Results
The campaign generated product reviews in all key women’s titles, while images of women queuing outside Boots delivered news coverage beyond the beauty pages. The high quality and quantity of positive editorial cover led to an incredible buzz, with Boots selling one product every 30 seconds. Between June and September 2010, the campaign delivered an equivalent advertising equivalent value of more than £650,000.

Client testimonial
“…Boots.com are ‘blown away’ with the early sales of RapidLash. This was echoed at the Boots annual supplier conference yesterday… As there has been no advertising to date, I am sure that the majority of this success so far is down to the high levels of PR we’ve seen.”

Objective
To launch the Frédéric Fekkai hair care range into the UK and position Frédéric as an A-list stylist to the stars.

Activity
Capitalising on Frédéric’s celebrity clients, Kilpatrick PR launched the Frédéric Fekkai hair care range to UK press with a key focus on high-end titles including Vogue, Harper’s Bazaar, Tatler, InStyle and Glamour.

Results
Frédéric is now regarded as one of the world’s leading authorities on hairdressing. We worked closely with the brand team to secure increased distribution of the range and, through high-profile PR coverage, helped them attract attention as a serious global brand. The brand has now been sold to P&G.

Client testimonial
“Kilpatrick PR has done a fantastic job launching Fekkai haircare products in the UK, and their follow-through and ongoing support have been amazing. They are a winning team, and a great gang to work with. As ambassadors and advocates for the Fekkai brand, Kilpatrick PR has proven to be an ideal partner.”

Objective
It was previously unheard of for a therapist to specialise solely in brow shaping. Kilpatrick PR began working with Shavata when she had just one product in her range, the ongoing PR campaign aimed to raise awareness of her coveted brow studios and innovative product range therefore allowing her to expand her business.

Activity
The strategy was to clearly communicate to press the importance of brows as part of a woman’s everyday beauty regime. Journalists were encouraged to trial the products, and have treatments at the Brow Studio to develop trust and understanding. Kilpatrick PR also worked to build Shavata’s profile to ensure she became widely recognised as an expert in her field.

Results
Shavata is now seen as the ‘queen’ of eyebrows and is regularly called upon by the press and celebrities for her expertise. Coverage generated throughout the 8 year relationship with Shavata has lead to increased awareness, sales and has ultimately made it possible for the Shavata Brow Studio and Shavata product range to expand.

Client testimonial
“It’s been a pleasure and an honour to work with such professional, lovely people. Over the last eight years the press coverage generated has been of an outstanding quality. Sales have tripled making it possible for significant growth”.

Objective
To launch the reformulated range of StriVectin SD, and to educate the press on the science behind the new formulations

Activity
We created an exclusive event for long-lead press titles at a prestigious central London venue, and set up and presentation and Q&A with the professor responsible for the new formulations.

Results
The launch and subsequent follow up campaign resulted in coverage in all key titles that attended the launch, with subsequent further coverage in key short-lead magazines.