Challenge

Beauty Pie has experienced significant success in the consumer and lifestyle space since launching in 2016 with its products reaching "cult" status among its customers. Despite this, Beauty Pie felt that their business and trade audience lacked a deep understanding of what the brand stood for, its business model, and its long-term mission.

The 10 Group was challenged to position Beauty Pie as a thought leader while encouraging the industry to follow their lead in operating more transparently.

Approach

The 10 Group worked with The Future Laboratory to create a bespoke, future-looking report that would put Beauty Pie and its founder Marcia at the forefront of the changes happening in the industry. Acting as a rallying cry for the industry to become more honest and open about everything from ingredients to supply chains, it was designed to spark conversation and drive real change.

Solution

To accompany the report launch we coordinated and produced a bespoke international and media-only event, developed a social ecosystem strategy and secured high profile media interviews and coverage.

Results

Exceeding our KPI of 50 media attendees by 24%, we secured 62 high profile attendees with journalists from leading UK and US titles including The New York Times, Vogue, Sunday Times Style, Harper's Bazaar, The editor-in-chief of Stylist and BBC World.

In addition to securing high profile interviews for Beauty Pie’s founder, Marcia Kilgore, in BBC One, BBC World News, The Guardian and The Observer, we generated over 280 pieces of coverage with a reach of 360 million in publications including Bloomberg, WIRED, Business Insider, Yahoo! Finance and Global Cosmetics News.