A look at what’s been keeping us busy over the past few weeks
THE UK LAUNCH OF VIRTUE HAIR CARE
Kilpatrick launched premium and innovative haircare brand, Virtue, in the UK. To mark the occasion, CEO & Founder, Melisse Shaban and VIP Celebrity Stylist and Creative Director, Adir Abergel flew over from the US to celebrate the launch of the brand in an intimate soiree held at Nicola Clarke’s prestigious salon in Fitzrovia.
The evening soiree attended by Shaban, Abergel and Clarke saw around 30 top tier press, influencers and industry experts come together to explore the Virtue collection, which is available at Nicola Clarke’s salon as well as Cult Beauty. The salon was transformed into a Virtue salon, dressed with product and complementary seasonal flower arrangements and its very own Virtue flower board. All guests left with the hero products from the collection to trial.
REAL TECHNIQUES - #RTTOOLUP
Kilpatrick worked alongside INCA Productions to put on the Real Techniques #RTtoolup ‘Runway to Realway’ Global Press Event which was hosted at iconic fashion week venue, The Vinyl Factory in the heart of Soho, London.
The event, which celebrated the launch of the ‘Set Your Makeup Free™’ Global campaign hosted over 140 top UK press, influencers, KOLs and retailers, as well as international beauty press & influencers from markets including: USA, Asia and Europe.
The premise of the event centred around inviting guests to experience makeup like never before, and Real Techniques certainly achieved that. An all-round sensory experience, the event was split into two sections. Firstly, guests were invited to experience a high energy runway reveal, which saw models take to the catwalk in a new and dynamic way, revealing five macro trend inspired beauty looks curated by Sam & Nic Chapman. Each trend had a dual beauty look – a high impact style for the ‘Runway’ and an equally intriguing look for the ‘Realway’ – with the models’ individual looks exhibited in a bespoke structure that blurred everything but their faces, ensuring the expert precision makeup and brushes stole the show.
Following the show finale, Ambassadors Sam & Nic Chapman addressed the audience, and opened up the venue to reveal a ‘hidden’ interactive zone. In this area, guests were able to get up close and personal with the models’ macro trend inspired beauty looks in a modern presentation room. Models were positioned alongside a plinth featuring a description of the makeup trend they were showcasing and the tools used to create it. The purpose was to show attendees that armed with the right education and RT’ innovative tools, they have the power to ‘set their makeup free’.
Other elements included a bespoke branded makeup brush step & repeat wall and a makeup brush GIF photobooth set-up; a live DJ, a bar with a ‘pimp your prosecco’ area and brand-coloured doughnuts were served on usherette trays.
Finally, all guests were gifted with an exclusive goody bag which included a copy of the ‘Set Your Makeup Free™’Lookbook and a branded RT makeup organiser filled with RT tools.
Have a browse at some of our past work
PROFUSION UK - THE LAUNCH OF THE NEW E-COMMERCE SHOP
Profusion Cosmetics was established in sunny Southern California nearly 20 years ago with a select few makeup products and ever-growing ambitions.
The brand re-launched with a bang in the UK in 2018 and the central focus of all activity was their UK shop at www.profusioncosmetics.co.uk
The shop was designed and developed by Kilpatrick using the Shopify platform. We also write all content including blog articles and competitions and work closely with beauty influencers and make up artists to create fresh content several times per month.
Kilpatrick also partnered with illustrator @topshelfieillustrated to create the stunning hero image at the top of the homepage to launch the site in style.
REAL TECHNIQUES: THE WINTER WONDERGAME
To celebrate the festive season in December 2017, Kilpatrick developed a holiday treasure hunt across the UK and the US.
Thousands of virtual gifts were placed on Google Street View and players were invited to search and click the treats. Lucky winners were awarded items from the Limited Edition Holodaze collections such as sponges and brushes.
The KPR team managed every aspect of the campaign from design and development to social content and prize fulfilment.
The campaign stats were huge. In just three days the game was played by over 60,000 beauty lovers in just 3 days. 985,000 decorations were clicked with the average play time of over 9 minutes!
Europe's largest online beauty retailer, home to over 400 brands
Host a 2 day Christmas pop-up shop for press and consumers
Showcase the range of Christmas gift sets available for 2017
Create buzz, particularly on social media
Sourced the venue for the pop-up shop
Obtained event props and catering like the pick’n’mix station, Crosstown Doughnuts and Prosecco
Invited and secured the attendance guests
Supported the team on the day of the event
Bateman Street secured as the event venue
137 journalists, influencers and make-up artists attended the event
134 pieces of social coverage generated
Press & influencer coverage secured on both the event and the Christmas gift sets
Blaster is a new to market luxury hairdryer and brush brand
Engage with a celebrity stylist to represent the brand
Organise the creation of several videos to showcase hairdryer and brush benefits to be used on the Blaster website
Organise the creation of social content to be used on new social channels
Researched & sourced the brand ambassador
Organised videographer, shoot location and models
Communicated key messages to be represented
Shared feedback and edits for final versions of video and social content
Heath Massi secured as the Blaster brand ambassador for 6 months
5 videos created
More than 20 pieces of social content generated
SCIENCE OF SKIN
The clinically proven scar treatment that actually works!
Science of Skin Aims:
Raise brand awareness and ultimately drive sales
Profile the brand founders, leading cosmetic surgeon Douglas McGeorge and world renowned skin biologist Ardeshir Bayat
Position the hero product as the number one scar treatment product
Reach out to key influencers and opinion formers
Hosted regular press days with key press which in turn translated into coverage
PR coverage increased sales by 159% and subsequently stepped up retailer orders by over 170%
Kilpatrick identified relevant influencer to collaborate with increasing web sales by 26%
What the client says:
“ As a new brand Kilpatrick have delivered for us time and time again – both in national media and beauty press. Their expertise is invaluable – they have become a part of our team, they really take on your brand and make it shine”.
skyn ICELAND launches in Spain with PR, influencer and social media support from Kilpatrick
Skyn ICELAND Aims:
To increase brand awareness in Spain following the launch in Douglas stores
Create a European press hub for skyn ICELAND
Create a successful PR strategy for the European market
Have professional PR representation at the Spanish press launch
Create a successful social media platform
Created Spanish language assets for the press launch
Attended the launch and arranged media briefings with relevant Spanish press
Secured a profile feature in Vogue España for the brand founder
Created and grew the Spanish Instagram channel
Identified and worked with relevant press & influencers to secure coverage