CLIENT CASE STUDY: DECLÉOR
EVOLVING THE SCIENCE CREDENTIALS OF HERITAGE SPA BRAND, DECLÉOR
The brief: Decléor underwent a strategic shift within L’Oréal, moving within the Active Cosmetics Division alongside ‘cosmeceutical’ high-science brands like SkinCeuticals. As a result, L’Oréal wanted to elevate the scientific credentials of Decléor and increase consideration amongst aesthetic and skin specialist clinics, shifting away from their previous spa-oriented positioning. They needed a bespoke B2B focused PR strategy to fully understand the aesthetics industry and raise awareness of their new brand profile.
CAMPAIGN ACTIVITY & RESULTS
KPR recommended a KOL advisory board to secure strategic insights and grow key relationships, this was underpinned with a strong B2B press office campaign to generate awareness amongst their target audiences. Our team:
- Leveraged our relationships with some of the most influential aesthetic doctors in the industry to secure attendance and insights at the ad board – the first time Decléor had built relationships in this sector of the industry.
- Held a successful KOL advisory board held with x7 industry experts including Celebrity Facialist, Michaella Bolder (pictured right) who introduced them to the brand positioning, scientific credentials, and future plans.
- Produced a comprehensive report with strategic recommendations and insights for future brand development and marketing direction
- Secured consistent profiling in B2B press over the year with over 62 articles generated to an audience over 1m – including x3 product launch announcements, advertorials and expert commentary. The highest level of B2B brand profiling for Decléor in recent years.
- Increased brand profiling and sampling among aesthetics leadership, leading to organic content creation and recommendations.
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