In July 2023, Mielle Organics was focused on increasing their overall Amazon presence, making Amazon Prime Day a top priority. Our PR firm was entrusted with securing maximum media coverage and leveraging the event to elevate the brand’s visibility and sales.
Amazon Prime Day is one of the biggest shopping events of the year, featuring countless products fighting for attention. Getting noticed during such a competitive time requires more than just a sale—it demands strategic planning, timely media outreach, and strong relationships with beauty editors. With so many brands constantly vying for media attention during Prime Day, our goal was to ensure Mielle stood out.
We developed a comprehensive PR strategy focused on securing targeted media placements leading up to and during Prime Day. Understanding timelines for editors planning sale coverage, our team meticulously timed our outreach to align with their editorial calendars. We also ensured that Mielle’s Prime Day promotions met current media requirements to boost their visibility. Writers now need products sold on Amazon to have at least 1k+ reviews each and be at least 30% off. We also incorporated UGC and key statistics from TikTok to further distinguish the brand from its competitors.
Our PR team crafted tailored pitches to engage beauty editors from top-tier outlets, focusing on Mielle’s viral Rosemary Mint Line. In fact, during this time period, their Rosemary Mint Scalp & Hair Strengthening Oil was the #1 hair oil in the U.S. and the #1 seller on Amazon!
Our efforts resulted in over 500 media placements with a combined online readership of 5.9 billion. High-profile features across major outlets amplified Mielle’s Prime Day promotions, directly driving consumer engagement and sales. Placements included features from Allure, Vogue, Cosmo, CNN, Forbes, Harper’s Bazaar, The Today Show and more. We leveraged our long-standing media relationships to secure prominent placements in shopping guides and Prime Day-focused coverage. This success highlights the power of a well-executed PR strategy in navigating the crowded Prime Day marketplace, positioning a beauty brand for success.