THE INKEY LIST
THE Objective
Launch The INKEY List with a bang and create mass awareness within a short space of time as well as ensuring coverage included the 3 key brand messages in a cluttered category. Ensure that the momentum continues as the launch news dies down, with a view to becoming a cult brand
THE Challenge
Launching as an unknown brand, unknown founders and formulators into a busy and fickle beauty category. Cutting through the noise with their clear brand message of innovation, nimble creators and giver of information and ensuring it is clearly
THE STRATEGY
LAUNCH
Pre-launch 1:1s with the founders to drive the roots of the brand and cement the belief
Lab samples mailing, top 100 Editors, Influencers and Experts received 6 weeks before launch to drive T&T, testimonials and get a wide reaching audience on board
Carefully selected, paid video content to educate and build trust & awareness with key engaged audiences
ONGOING
Nurture relationships with press, influencers and industry insiders, ensuring wide reach with new news
Keeping founders of the brand outwardly facing, approachable, knowledgeable and always available for quotes and comment
Ensure Inkey are thought of as innovators, trend setters and an agile brand through consistent communications
THE RESULTS
Sold out of Retinol in 2 hours following a TV placement
International brand sold in over 30 countries
611 separate product and brand placements in print and online since launch
Sold 15,000 units of one SKU in one day following online placements and no ATL spend
Secured exclusive retail partner for NPD launch in January
without even seeing product
A circulation of over 4 billion secured in UK press alone
International brand sold in Sephora and Feelunique across Europe