Case studies
Karin Herzog
Breathtaking skin
Karin Herzog is a luxurious Swiss skin brand that features oxygen as a key ingredient. The range includes a vast array of products that work to improve the condition of the skin, preventing blemishes and premature ageing whilst promoting radiance.
Brief
- To introduce the Karin Herzog range to the press and create consumer awareness-ultimately driving salon business.
- To promote the benefits of oxygen in every day skin care routines.
- To position UK MD, Julie Cichocki, as a skin care expert and raise her profile in the media.
Strategy
- Introduce the Karin Herzog range (products and treatments) to key journalists.
- Book key journalists in for treatments and encourage trial of the products with the view to securing ongoing editorial coverage.
- Develop strong feature ideas and sell these ideas into key publications.
Results
In the past year, we have secured substantial quality coverage in the top end media for both Karin Herzog products and treatments. These placements have increased our client’s sales of retail products, increased the volume of customers visiting salons for treatments and helped secure a number of key new salon partnerships. We have also secured a number of new celebrity users through our PR campaign.
Average of 11 pieces of coverage a month. Reaching 15,234,000 people (per month).
Fake Bake
In praise of fake rays
Voted the best self tanner in a New York York Times survey, Fake Bake is fast becoming the no.1 beauty product in the UK. Favoured by Britney Spears, Madonna and Jennifer Lopez, this organically based self-tan treatment uses the highest quality ingredients combined with patent-pending technology to give the ultimate tan from a bottle.
Brief
- To establish Fake Bake as the industry leader in the tanning market and Babe Tools as a premium make up brand.
- To generate consumer awareness of the brands.
- To ensure maximum product placement of the brands in the trade, national consumer and relevant regional press.
Strategy
- Introduce Fake Bake and Babe Tools to key journalists.
- Book key journalists in for self-tan salon treatments and encourage the trial of products with the view to securing editorial coverage.
- Develop strong feature ideas and sell these ideas into key publications.
Results
Alex silver PR has achieved mass coverage in the national and consumer press for both Fake Bake and the newly launched Babe Tools. These placements have substantially increased the client’s sales, elevating the brand from an unknown to the no.2 best selling self-tan product in the UK.
“A great company- outstanding ideas and highly organised”. Sandra McClumpha, MD Fake Bake UK.
Average of 12 pieces of coverage, reaching 16,268,000 consumers per month.
Koyotakara
Feet first
Koyotakara is a unique detox patch that is placed on the soles of your feet and draws toxins from the body whilst you sleep. As these toxins are removed, the body’s metabolism is increased and the user will enjoy a deeper sleeping pattern and renewed energy. This product can also be used to relieve localised pain and combat the effects of a hangover.
Brief
- Introduce Koyotakara to the trade and consumer press.
- Generate consumer awareness to ultimately increase sales.
- Promote the various benefits of Koyotakara (detox, better sleep etc).
- Secure celebrity users to create desirability.
- Secure retail outlets to deal with demand.
Strategy
- Introduce Koyotakara to consumers and create demand for the product.
- Send key journalists the products for trial and secure substantial editorial for the product.
- Develop strong feature ideas and sell these ideas into key publications.
- Capitalise on celebrity users of Koyotakara.
Results
We have managed to secure substantial quality coverage in the top end media for Koyotakara. The sales of the product have increased substantially and we have secured retail placements to channel the demand that has been created. We have also worked closely with celebrity agents to secure users and arrange endorsement.
“Alex Silver PR has surpassed all my explanations and I have been very pleased with the results. Not only have they lived up to their promise, but also resulted increased sales from day one”. Ashok Kumar, MD Koyotakara.
Dr Elisabeth Dancey
The secret is out
Dr Elisabeth Dancey is a leading expert on aesthetics and has been instrumental in introducing revolutionary practices previously unknown in the UK, establishing herself as the name in everyone’s secret address book.
Cosmetic treatments introduced by Dr Dancey includes Outline, the long lasting dermal filler from France, home of aesthetic medicine and Meso Therapy, a renowned cellulite treatment, as well as two leading edge skincare lines in the rapidly growing cosmaceuticals market-Mene & Moy skin rejuvenation system and Skin Renu.
Mene & Moy includes light glycolic acid peels for sun damaged skin and Skin Renu is an American produced skin care range which targets specific concerns such as puffiness and bruise prevention – both of which must be prescribed specifically by an aesthetic doctor or plastic surgeon.
Brief
- To establish Dr Elisabeth Dancey as a leading spokesperson for cosmetic procedures.
- To generate consumer awareness of the brands distributed by Medical Aesthetics Supplies Ltd.
- To ensure maximum product placement of the brand in the trade, national consumer and relevant regional press.
Strategy
- Introduce Dr Elisabeth and Medical Aesthetic Supplies Ltd to key journalists.
- Position Dr Dancey as a spokesperson for a brands distributed by Medical Aesthetic Supplies Ltd.
- Book key journalists in for cosmetic treatments and encourage the trial of products with the view to securing editorial coverage.
- Develop strong feature ideas and sell these ideas into key publications.
- Secure editorial coverage for the Medical Aesthetic Supplies Ltd in the trade publications to create brand awareness within the cosmetic and medical industry.
Results
Alex Silver PR has succeeded in achieving substantial coverage in the consumer press for both Dr Elisabeth Dancey and the brands distributed by Medical Aesthetic Supplies Ltd. Dr Dancey is now recognised as one of the leading authorities in this country and is regularly quoted in the national press. Medical Aesthetic Supplies Ltd has seen a marked rise in sales and as result has introduced additional brands alongside existing ranges.
“Since March 2003, we have retained Alex Silver PR for both our medical device supplies to clinics and our e-commerce site www.beautyisskindepp.com. It has been and continues to be a pleasure to work with a co-ordinated, cheerful and above all, a focused team of girls. The fact that we also get quite a bit of good publicity makes the whole arrangement very agreeable”. David N Gower, MD Medical Aesthetic Supplies Ltd.
Average of 8 pieces of press coverage a month. Reaching 11,188,000 people.
Feature driven PR
Hot off the press
As well as a product placement, Alex Silver PR represents different experts in the area of aesthetics and advanced beauty procedures. For instance, leading anti-ageing and cosmetic expert and visionary, Heather Bird, runs her own specialised clinic in London’s prestigious Beauchamp Place and requires a specific, more feature driven approach to PR, that requires a high level of skill, solid contacts and tenacity to ‘sell in’ a story.
Our work with Radical Beauty demonstrates our ability to create ‘hype’ around a new or existing concept or procedure, which is paramount to the success of feature placement. Extensive coverage in the press was a result of sourcing case studies willing to ‘go public’ in order for us to make the pages in such an influential, extensive way.
Leading cosmetic dentist, Mervyn Druian at the London Centre of Cosmetic Dentistry, is another prime example of what it takes to ignite the imagination of the journalist, enough to secure features in leading glossy magazines, newspapers and supplements.
Brief
- To establish our experts as leading edge authorities in the area of advanced beauty/cosmetic procedures thus increasing their professional profiles.
- To generate consumer awareness of them as individuals and all they have to offer at their clinics.
- To ensure maximum feature placement of their offering as a whole in the national consumer and relevant regional press.
Strategy
- Introduce Heather Bird, Radical Beauty and Dr Mervyn Druian to key journalists.
- Position them as leading authorities in their respective fields.
- Book key journalists in for cosmetic treatments and encourage the trial of products with the view to securing editorial coverage.
- Develop strong feature ideas and sell these ideas into key publications.
- Secure editorial coverage for the clients to drive footfall to the clinics and create brand awareness within the cosmetic industry.
Results
Alex Silver PR has succeeded in achieving substantial coverage in the consumer press for our clients and their clinics. Each client is now recognised as a leading authority on aesthetics/cosmetic procedures in this country and they are regularly quoted in the national press. Each has seen a marked rise in footfall.
“In just a few months, Alex Silver PR has put HB health on the anti-ageing specialist map and generated fantastic interest from some of the most important journalists -we couldn’t have asked for more”. Heather Bird at HB Heatlh.
Average of 7 pieces of coverage a month. Reaching 9,800,000 people.
