Paula Begoun founded Paula’s Choice 25 years ago

The brand is an absolute favorite in the beauty industry

Task

An anniversary in the name of beauty!

The American skincare brand Paula’s Choice celebrates its 25th anniversary in 2020. Looking back, the brand has an impressive success story: What began as a desire to solve her own personal skin problems, has turned into an absolute favorite brand in the highly competitive skincare sector.

The anniversary calls for telling the story once again – as well as a chance to look ahead: with the launch of a new anti-aging product. Due to the Corona pandemic, the planned offline event, with an exclusively selected guest list, is transformed into a digital skincare talk with company founder Paula Begoun.

The right contacts for “Cosmetic Cop” Paula Begoun are identified in order to properly communicate the philosophy of the brand to its customers.

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Strategy

Beauty begins with truth

We recognize new opportunities with the use of technology and are able to expand on the number of participants. In addition to the most important beauty editors, we invite media representatives, influencers and members of the Paula’s Choice Community. We provide everyone the unique opportunity to meet the skincare expert Paula Begoun personally. Our message to the Paula’s Choice target audience: Beauty begins with truth!

results

The assumption that age and gender determine your skin type is a lie

50 confirmed participants, hardly any no-shows and 34 publications in classic and social media following the event prove that we were able to offer a unique experience in the beauty community. During a virtual meeting, Paula Begoun inspires with personal insight into her career and makes sure to answer all questions asked by her guests.

Communication Services and Industry Knowledge

Our fields of expertise

We were responsible for the PR strategy for Paula’s Choice, organized the online event and are responsible for the permanent PR support and sample handling. We provide comparable services for Fissler and ASICS.

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Michael Hetzinger

+49 30 34 996 443

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