Aim
Keep the brand front of mind with UK consumers and share the British background/farm-to-face story of Lyonsleaf, the Republic of Natural Skincare. A secondary goal was to share the healing benefits of water-free natural creams for certain skin conditions such as perioral dermatitis.
Approach
- We worked with brand founder Vicky to provide expert comments for various consumer titles, along with our hard-working press office creating trend-based press releases and features to highlight the products’ eco-credentials and effectiveness for several skin conditions, as the products blurred the boundaries between beauty and wellness.
- For skincare brands, case studies from customers with strong before and after imagery are very popular with the media and can result in great coverage and influence sales
- CCD helped Lyonsleaf perform outreach to customers, to gather powerful testimonials from those with serious skin conditions
- CCD created a bank of case studies with skin conditions including acne, eczema, and perioral dermatitis
Press Mailer
- To generate brand awareness and press/social media coverage, CCD created and sent a ‘Collection of Calendula’ themed mailer to relevant journalists, coinciding with spring and calendula growing time
- Focus: introduce Lyonsleaf and display its expertise on calendula growing and its connection to the earth
- Positive feedback and social media coverage from journalists at Marie Claire, Glamour, Woman & Home, YOU Magazine, Psychologies, Vegan Life, Closer, Metro, Liz Earle Wellbeing
Lyonsleaf Calendula Pot for Mailer
Lyonsleaf Results (18 month period)
- Total PR reach: 816,427,215
- No. of articles: 152
- Standout titles: Glamour, Evening Standard, Dazed, Sunday Mail, Daily Mirror, What Doctors Don’t Tell You, Daily Mail, The Sun, Metro, Woman’s Own, The Telegraph
Media Coverage Highlights
Client testimonial following a piece of coverage in The Sun, where Lyonsleaf saw record sales, nearly selling out all of their stock
“It’s not the sort of sensational press we are looking for, but it has resulted in a lot of extra sales so we are not complaining! It’s opened up a market of people that would never have found us and really raised awareness of Perioral Dermatitis. We are on a mission to make more stock now”!
– Vicky Lyons, brand founder
