When Philips wanted to establish itself in the new category of skincare, I helped them develop and implement a communications strategy to accompany a key product launch.
The Challenge
Philips has been a proud innovator in a number of sectors since its birth over 120 years ago, and the Philips RéAura skincare device is no exception.
Released in late 2012, the Philips RéAura represented a true revolution in skincare, offering consumers professional technologies in the home.
The task was to launch the device while at the same time introducing the Philips Skincare business and expertise.
The Strategy
Credibility counts.
And for this reason, as part of our launch in two key markets, we reached out to the people that matter in the beauty world – magazine editors.
The Solution
Our 5-star launch event in London profiled Philips’ expertise and knowledge of their new skincare category, convincing skeptical audiences of the brand’s right to play.
Supporting the launch was an analyst relations briefing and comprehensive PR campaign and toolkit all designed to reflect the premium positioning of the RéAura device, while at the same time establishing the Philips skincare business for a strong product roadmap.
