To celebrate Molton Brown’s 40th Anniversary, APR created an integrated campaign to promote the limited edition 40th Anniversary product collection and to tell the rich heritage story, looking to reassert and define brand identity whilst driving ‘buzz’ and talkability. APR facilitated a partnership with iconic London designer Giles Deacon to create a limited edition candle snuff lid design inspired by the brand’s heritage and new collection. To launch the product and celebrate the anniversary, APR hosted a ‘Blending With Attitude Since 1973’ party for over 160 guests at the ICA, London which was attended by top opinion forming media, celebrities and other VIP guests.
Health & Beauty PR
To seed the launch of Molton Brown’s SPORT collection, APR hosted 12 influential men’s grooming press in a VIP box at Twickenham for one of England’s 6 Nations matches. APR co-hosted the box with England international rugby player, and Molton Brown’s SPORT brand ambassador, Ugo Monye. In addition to a highly targeted media relations strategy, the activity generated widespread national coverage for the collection.
To support the launch of Molton Brown’s new skincare and first anti-ageing bodycare collection, APR worked with celebrity facialist Nathalie Eleni to create unique DIY facials promoting the new range. These facials, which were complimentary to customers in store, were specially designed to communicate the collection’s ‘visibly effective, honestly explained’ key message. The overall campaign generated over 100 pieces of coverage.
To support the launch of Molton Brown’s limited edition ‘Global Heroes MMXII’ product collection, APR created a partnership with quintessentially British hotel, The Goring Hotel, during London’s landmark summer of 2012. The Molton Brown ‘London Via the World’ bathing menu offered guests to the hotel the opportunity to ‘travel’ to one of five destinations inspired by the scents of the collection. With a ‘bath butler’ at hand, guests could enjoy a sensorial journey via the tub with a cocktail inspired by the destination. Regional, national and international coverage was achieved across print and online.
To launch the introduction of fine fragrance to Molton Brown’s product portfolio, APR created an experiential media event which took 18 UK and International top opinion forming editors on a journey to the far-flung destinations of the scent range. Guests were presented with five taster courses, each representing a destination from the fine fragrance collection. Exceptional coverage on the launch of the collection was achieved in top tier publications.
To launch Cosmetics à la Carte’s new nail varnish colour range APR created a special capsule collection titled ‘Purely Floral’ to tie in with the S/S pastel trend and Chelsea Flower Show seasonal news story. The five colour collection was gifted to top press in creative packaging with accompanying press material. We also created a Cosmetics à la Carte press road show where their beauty experts visited some of the top magazine houses to deliver manicures using the Purely Floral nail colours. This experience generated great Twitter coverage in the week of launch, in addition to print press coverage.
To boost awareness within the local community of the newly opened Westover Clinic in Notting Hill. 25 roller bladers were recruited to dress up as medics and roller blade around the Notting Hill area at school pick up time on a weekday and on Saturday day to target families in the area. Special ‘Doctor’ children’s fancy dress t-shirts with The Westover website branding as well as information leaflets were distributed to families on route. This activity led to over 100 enquiries for annual membership.