- Establishing the image of Eugène Perma 1919, the new brand of the Eugène Perma Group.
- Positioning the Eugène Perma 1919 brand as socially responsible and engaged.
CHALLENGE
ACTION PLAN
At the launch
- Pitching under embargo to priority targets for securing coverage before the official launch.
- Organizing one-on-one interviews with the Marketing Director of Eugène Perma 1919 : Vanity Fair, Version Femina, Le Monde, Cosmétique Mag, and Gala.
- Distributing personalized routine packages to 50 target journalists.
Follow-up, on-going and activation
- Implementation of thematic press releases: Antipollution, Soothing, Nutri-Repair, Fashion Week.
- Organization of a morning event at BRO – a young trio of hairdressers who have recently opened their salon – with both B2B and B2C press
- Expert interviews with the BRO trio on hair-related topics in beauty press.
- Seeding influence with opportunistic approach.
RESULTS
- 35 journalists present at the event.
- Over the course of 1 year: 15 published interviews (10 with Cécile Martin – 5 with BRO).
- 178 media and influencer features.
- Reached 538 million people.
- Media value estimated at €712k.
