Our firm was hired to handle the U.S. launch of Baylis & Harding’s Goodness Natural Hand Wash line. We were in charge of promoting their exclusive launch at Target stores and on Target.com.
Each hand wash had natural and organic extracts and essential oils to deliver a 98% naturally derived formulation that was 95% biodegradable and packaged in a 100% PCR (post-consumer recycled) bottle.
This launch required creativity because only four scented hand washes were available. As a result, our strategy focused on promoting the line as an affordable clean beauty find differentiated by its incredible fragrance blends. We knew that once editors tried the line, they would be hooked.
Despite the pandemic, we created strategic gifting campaigns to top editors and writers, delivering a sensory experience right to their doorsteps. And, it worked.
Outreach included traditional media outlets (trade and consumer) and social media influencers. Outlets like StyleCaster, HGTV, Glamour, Drug Store News, Byrdie, Reader’s Digest, Daily Mail, YourTango, HAPPI, Yahoo Lifestyle, Global Cosmetic Industry, PETA, Livingly. Cosmetics & Toiletries, The Everymom, and more covered the line.
In fact, their Rose & Geranium Hand Wash won a 2021 Allure Best of Beauty Award and Southern Living Magazine named Goodness one of “The Best Beauty Launches of 2020”.