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World’s 1st Drinkable Sunscreen goes Viral

OBJECTIVE:

Osmosis Skincare’s Harmonized Water UV Neutralizer, described as the “world’s 1st drinkable sunscreen”, went viral during the summer of 2014, attracting record media coverage. Janice McCafferty PR was behind this amazing success story with the brand being featured by thousands of broadcast, print and online media outlets worldwide.

Osmosis Pur Medical Skincare’s Harmonized Water Line had been on the market for some time but we felt it was one of the beauty world’s best kept secrets. These innovative supplements were created for conditions ranging from acne to allergies to sun exposure and mosquito protection. Janice McCafferty PR was hired to increase brand awareness and formally re-introduce the brand to beauty and wellness editors.

STRATEGY:

After looking through all of the waters available, the two versions (Tan & No Tan) for sun exposure immediately stood out to our team. How could an innovation this remarkable not have already created a media blitz? Drinkable cosmetics are a new frontier for the beauty industry and we knew this is a growing trend. With Memorial Day approaching, we decided to re-launch the products during this holiday weekend since it is traditionally seen as the start of the summer season. We then positioned the Osmosis Harmonized Water UV Neutralizer as the world’s first drinkable sunscreen. It was a PR dream to research this beauty category and then find no other product on the market was an ingestible liquid with sun protection capabilities. Being a first in any industry is a huge advantage, especially in the public relations world. This messaging combined with our massive reach and connections within the beauty and wellness fields resulted in a global viral sensation.

RESULTS:

Starting with a strategic Daily Mail UK feature, press on the line exploded within hours of its publication. Soon, the creator, Dr. Ben Johnson, MD was in high demand receiving interview requests from around the world. Media outlets jumped on this news resulting in thousands upon thousands of media placements on the waters. Even The Tonight Show with David Letterman featured his “Top Ten Questions” segment solely on the drinkable sunscreen phenomenon. Fox News, Time, The Huffington Post, Entrepreneur, Thrillist, WebMD, Medical Daily, ABC News, Elite Daily and countless other top outlets featured UV Neutralizer. Nearly every local TV station around the USA (NBC, ABC, FOX, etc.) produced segments on the waters in addition to all of the broadcast, print and online mentions from around the globe.

TESTIMONIAL:

The McCafferty team has been a total asset to our company in a very short period of time. Their execution, follow through and communication is by far one of the best PR experiences we have ever had and we highly recommend them. They are personally involved in your success and their ability to create brand awareness for us has been truly amazing.

Katy Hébert, Marketing Manager/Product Development for Osmosis Pur Medical Skincare