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Client: The Starlight collection : CLOUD NINE

Sector: Beauty & Personal Care

Markets: UK, Australia, Global

What We’ve Delivered:

  • 100%: Key message penetration
  • 131: Pieces of media coverage secured
  • 24 million+: Total opportunities to see across media coverage
  • 277: Individual media contacts secured, globally

 

  • Strategic events-based approach to showcase the Starlight Collection.
  • Secured high-profile media and influencer coverage in multiple territories.
  • Positioned CLOUD NINE products as the ultimate festive gift for healthier, shinier hair.

 

CHALLENGE

Having already taken CLOUD NINE’s healthy heat styling messaging international, we embraced the chance to introduce global consumers to the limited-edition Starlight Collection, just in time for Christmas. With brand loyalty already thriving, UK-based agency GOLD79 and Australia-based agency DEC PR rose to the challenge of ensuring the Starlight Collection topped Christmas wish lists across territories, stealing the spotlight from competitors during the key festive period.

STRATEGY

Our events-based strategy showcased the Starlight Collection to media and influencers globally, highlighting the key to healthier, shinier hair. In the UK, GOLD79 secured CLOUD NINE’s presence at The Big Christmas Press Show, an experiential event with over 500 journalists, influencers, and media representatives. This environment was ideal for creating buzz around the Starlight Collection.

In Australia, DEC PR understood the dominance of competitors in the market’s event space. They held an exclusive ‘first look’ event hosted by renowned stylist Michael Kelly. The event brought together 30 top-tier media and influencer contacts at a premium Sydney venue, providing hands-on interaction with the product range.

Both events allowed attendees to explore the Starlight Collection, learn about its features, and experience healthy hair styling tools for the festive season. Follow-up earned media outreach secured interviews with CLOUD NINE’s Global Ambassador and Hair Educator, Marie Nieuwoudt, firmly positioning Starlight products as the ultimate Christmas gift for 2024.