Marula-The Leakey Collection - INK inc PR

Marula- The Leakey Collection/Case Study

Marula-The Leakey Collection is a premium beauty oil with higher levels of antioxidants and omega 9 acid than Argan or grape seed oil. Light and powerful, this highly prized oil leaves skin soft and supple with increased elasticity and firmness for healthy, beautiful and age defying radiance.

Katy & Philip Leakey,founders of the fair trade company The Leakey Collection and Dr. Ashton Kaidi came together over their shared belief in the powerful healing properties of pure marula oil. Dr. Kaidi witnessed the healing benefits on the skin of his cancer patients, and the Leakey’s saw the benefits in the lives of women and children in rural East Africa.

GOAL

Build visibility and credibility in the mainstream beauty press and beauty blogger community to attract retail distribution targets. Build brand advocates and connect with influencers through various social media channels to educate consumers on the use of oils on the skin and the key differentiators between argan oil and marula oil. 

CHALLENGES

Educating consumers on the benefits of certain oils for all types of skin, even acne prone.

Significant domination of the beauty oil market by competitor actress Josie Maran, who developed her beauty products with Argan Oil promoting Luxury with a Conscience.

“Out of all the people I’ve been fortunate to work with over my 40 years in business I have to say that working with INK is at the top of my list. They understood our business and who we were trying to reach”

—Katy Leaky - Co-Founder of Marula - The Leakey Collection

CAMPAIGN

INK launched a campaign that would position Marula-The Leakey Collection as the “New Nut in Beauty that will have you changing your oil” and focused on educating the consumer on the benefits of using marula oil vs other oils. Marula-The Leakey Collection had an arsenal of science that demonstrated higher levels of antioxidants compared to Argan oil and Grape Seed oil. Marula oil is also fast absorbing and non-greasy and a clinical study was conducted on Marula oil to measure the healing benefits to the skin on post radiation breast cancer patients.

Marula-The Leakey Collection is a beauty product that not only benefited your skin but also benefited the environment through its sustainable harvesting practices in addition to providing East Kenyan women with a source of income that helped them educate their children.

INK kicked off the campaign by securing desk side meetings with top beauty publications in New York in conjunction with the soft launch at Ex-tracts at The New York Gift Fair. Marula-The Leakey Collection won the award for best new natural/organic product.

INK created a digital campaign called “Marula Beauty” that was centered in building beauty brand advocates. Our content strategy was a series of beauty blogs that showed the beauty of using Marula oil that was more than skin deep. Our tactics included getting the product in the hands of celebrities, make-up artists and influential beauty bloggers. In addition, we created a Mother’s Day Social Campaign Contest “Tell Us Your Marula MOMent ” designed to share beautiful sentiments of your Mom. This contest garnered several mentions in prestige beauty blogs such as The Zoe Report.

Coordinated cross-promotional campaigns with retailers.

 

RESULTS


Marula The Leakey Collection Results

141 Million Impressions

More than 141 million impressions in top beauty publications & beauty bloggers . From Vogue Daily, Allure, Harpers Bazaar to the Huffington Post, WWD Daily

Celebrity endorsement for Marula Oil

Celebrity Endorsement

Celebrity endorsement on Twitter by Dancing With the Stars, Peta Murgatroyd and  Marie Bello who claims that Marula – The Leakey Collection is her secret weapon for glowing skin-O Magazine

Marula Results increased retailers

Almost 100 New Retail Accounts

Close to 100 Premier Beauty Retailers including  NewBeauty Fred Segal, Sephora, B-Glowing, Soft Surroundings, Beauty Collection, Bliss Spa and more signed to carry Marula-The Leakey Collection.

2,000+ Social Media Followers

Over 2,000 social media followers gained.


INK was able to secure several top media outlets including Vogue Daily, Allure, Harpers Bazaar, New Beauty, Esquire, and Huffington Post just to name a few. We focused our attention long lead, trade, and beauty bloggers.The power of positive reviews created visibility with over 141 million impressions that built visibility and credibility to support the needs of the sales team for retailer sign ups. The Digital Marketing Plan drove traffic to the website and boosted online sales and attention by celebrities and beauty blogger interest as well as potential investors leading to the acquisition of Marula -The Leakey Collection by JP Selects.

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