Marula – The Leakey Collection

PR & Media Relations Campaign Case Study for Marula – The Leakey Connection

Intro

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 Leakeys saw the benefits in the lives of women and children in rural East Africa.

Goal

The beauty world of oils had been dominated by Josie Maran’s Argan Oil, promoting Luxury with a Conscience. The challenge would be breaking through a market dominated by well-known influencers in beauty and educating consumers on the benefits year-round of certain oils on the skin. Our goal was to build the visibility and credibility of this new beauty oil while educating consumers on the differentiators of Marula oil.

Approach

Marula – The Leakey Collection invested in the proven science behind the product with studies that showed Marula oil is fast-absorbing and non-greasy. The healing benefits to the skin on post-radiation breast cancer patients showed amazing results. INK focused our PR strategy on educating the consumer on the benefits of using marula oil vs. other beauty oils while securing press that beauty retailers love.

With science on our side, INK created an integrated campaign to position Marula oil as the “New Nut in Beauty” that will have you changing your oil. The story behind the product was a bonus from sustainable harvesting practices to providing East Kenyan women with a source of income that helped them educate their children.

Our tactics started with desk-side meetings with beauty editors at major publications in New York, connecting with the press at each trade show and promoting awards that were won in New York and at Cosmoprof.

INK integrated a Social Media Campaign called “Marula Beauty” that was centered on building brand advocates through Beauty Bloggers and introducing the product to celebrity influencers. We created buzz through our Mother’s Day Social Media Contest, Tell us Your Marula MOMent, designed to share beautiful sentiments of your Mom, garnering press coverage at The Zoe Report.

Results

More than 141 million impressions in top beauty publications & beauty bloggers attracting over 100 Premier beauty retailers to carry Marula -The Leakey Collection. An integrated program of influencer and social media marketing increased engagement from 2000 followers. Collectively, this integrated program was a big success and ultimately led to investor interest leading to the acquisition of Marula -The Leakey Collection by JP Selects.

New Beauty

“Marula – The Leakey Collection reduces inflammation and is good for the body”

Vogue Daily

Cold War: Marula is included in a round-up piece about 20 products that fight dry winter skin

“Dick and his professional, creative team at INK, worked above and beyond the scope of traditional PR firms while achieving national recognition in the United States for our East African company. INK has a unique talent to seek out ways to make products newsworthy thus gaining press in unexpected and new channels that we’d never imagined and their brilliant team’s willingness to work with small to medium size companies always made us feel like we were their most important client. Dick and INK, Inc changed the way we view PR and we’ve never looked back.

Katy Leakey
Co-Founder of Marula – The Leakey Collection

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