ISSUE
When Mally signed with Brooks Group in early 2009, her publicity needs were two-fold. 1) The brand’s mission, providing every day women with long-wearing products that deliver professional results, needed to be conveyed via product placement and brand stories. 2) We needed to strengthen her position as a leading celebrity makeup artist AND successful beauty entrepreneur.
INSIGHT
As a veteran agency that has worked with countless beauty brands, The Brooks Group recognized that the cosmetic market is over saturated. Beauty Editors receive 50+ packages each day with the latest in cosmetics, skincare, haircare and tools. We needed to reinforce Mally Beauty as a trusted, accessible, high-performance makeup line. We were also charged with positioning Mally as the face behind the brand, elevating her profile as a business savvy entrepreneur. At the same time, we had to maintain her reputation as the leading expert for all things makeup. Due to her demanding schedule, in-person access to Mally is limited, so we needed to maximize her time to deliver the results the brand required.
IDEAS
While Mally developed relationships with Senior Beauty editors over the years, the newer crop of Editors and Bloggers knew “of” her but weren’t privy to the brand story. The Assistants and Associate Editors are responsible for presenting noteworthy products to their Directors. With this in mind, we planned an event just for them. The team executed a successful Mally Beauty 101 “class” where Mally was able to tell the brand story, spotlight existing collections, and introduce the latest launches. We branded a hotel suite in NYC, facilitated 3 group sessions and designed branded notebooks and mini desk white boards for each editor. The response was overwhelming and resulted in immediate buzz on blogs and social media platforms, as well as print placements and a mounting interest in the products.
Particularly in the beauty industry, the phrase “out of sight, out of mind” rings true. So, we make an effort to ensure the media has “face time” with Mally by coordinating strategic one-on-one meetings with Senior Editors. As a result, the team has secured impactful features in Glamour, Allure, O The Oprah Magazine, Shape , Lucky and more.