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Makeup Revolution’s Ulta Beauty Launch

Make up revolution case study

Janice McCafferty PR was hired to launch Makeup Revolution London in the United States. The company delivers a full line of cruelty free makeup that is not only exciting but high quality with affordable prices. Makeup Revolution originally launched in London in March 2014. It has since made its way to over 60 countries, including the USA.

As the first agency to formally present the line to beauty media, we were in charge of promoting their exclusive launch at Ulta Beauty stores and on

Our strategy included monthly launches of new products tied in with seasons and social media trends. We then picked out the star or hero SKU’s found at Ulta Beauty, focusing on their debuts to create the most impact. Key launches and focuses included products like Makeup Revolution’s Mermaids Forever Eyeshadow Palette, the Unicorns Unite Eyeshadow Palette, the Contouring Precision Oval Makeup Brush Sets, the Chocolate Bar Palettes, the Vivid Shimmer Bricks, the Lip Kits and more.

Our outreach included traditional media outlets and social media influencers. Yet, we also gifted the line to top celebrity makeup artists, movie and television sets.

Our work for the brand netted over 800 media placements across print, TV and online. These outlets included: The Doctors, People Style Watch, Cosmopolitan, Cosmopolitan Latina, Sheen, Dr. Oz the Good Life, Seventeen, First for Women, Yahoo Beauty, E! Online, Marie Claire, BuzzFeed, Bustle, Refinery29, PopSugar, Self, NewBeauty, Teen Vogue, Harper’s Bazaar, InStyle and NBC’s Extra to name a few.

On the celebrity side, Khloe Kardashian and her makeup artist mentioned using Makeup Revolution’s Vivid Baked Highlighter in Radiant Lights. This created massive media buzz with media such as E!, Yahoo Beauty, The Dishh, Us Weekly, InStyle, Allure, Glamour, People en Espanol, ABC News and Khloe’s own website talking about the magic of this $6 highlighter.

Janice McCafferty PR also submitted Makeup Revolution USA for numerous beauty awards, winning a Total Beauty Award in 2017 for their Blush Palette in Blush Goddess.