California-based clean beauty brand, Biossance, was looking for a firm to support their expansion into the Canadian market. The approach needed to capture the interest of press and influential voices in the beauty industry in order to land media coverage and product reviews and generate a groundswell of conversation across target audiences. Biossance also needed a partner capable of identifying brands with similar mandates and facilitating introductions. Our year-long campaign kicked off with a national press tour, followed by consistent media outreach across product, beauty and lifestyle press, product drops and on-the-ground activations in major markets.
In a market with no previous exposure to Biossance, we secured 53 media hits, garnering 17.5M impressions in under one year. The Toronto press tour entailed 10 desksides and resulting coverage in Chatelaine, Canadian Living, Fashion Magazine, Elle Canada, Flare, Hello Canada and Marilyn Denis. Our connections led to the brand’s participation in Bask-It Style, a media day during TIFF, with a reach of 34M+ and brand partnerships with Soul Cycle, Londre Bodywear, Juice Truck, The Fix Co. and Elxr. A successful Vancouver activation, complete with a restorative yoga class, breakfast by celebrity chef Juno Kim and full brand and product integration, captured an online audience of 1M+ and drew 30 of Vancouver’s key leaders in the beauty and health space.