ADIN BEAUTY PR

BEAUTY

THE HEALTHY LIFESTYLE AGENCY

WE THINK LIKE YOU.

WHO WE ARE ADin knows beauty…raising the bar for beauty brands for more than two decades, we are results-driven, with a passion for working with high-performing brands that are setting new standards.

Experts at navigating the ever-changing communications landscape, our knowledge is deep, our relationships expansive and our commitment to customer service excellence is unrivaled. No need to take our word for it, we’ll let our clients, beauty influencers and our work do the talking.

Whether you’re a burgeoning Indie Beauty brand, an established natural brand wanting to make a splash in the US, or a global market leader looking for a fresh approach, we tailor each project specifically to fulfill your goals.

WHAT THEY’RE SAYING “ADin gave us a terrific start in the US market, everything was on brand and flawlessly executed from the launch event to creative mailings and everything in between—and the team was so much fun to work with.”

- Corinne Morley, Trilogy Beauty Expert

“Every month the ADin team delivered great PR placements and coordinated the US social media to help leverage sales opportunities. They have an in-depth knowledge of the beauty market in the US and know what will be successful.”

- Ann Ryan, former Trilogy US Sales Manger

“ Sue

Taggart and the ADin team are the only ones I would ever work with for PR. They get great results on a consistent basis and created some excellent promotional partnerships for my brand.”

- Cheryl DeVita, Founder & CEO, DeVita Skincare

TRILOGY SKINCARE THE CHALLENGE:

How do you make an award-winning New Zealand skincare brand stand out from the “natural noise” in the US market?

OUR APPROACH:

You elevate the status of the brand to highlight its inner “wow” factor. Our approach was to create a series of unique and intimate bi-coastal events to showcase the Trilogy story to the press and key beauty influencers. From the launch at 24th Street Loft, to lunch events in New York and at Fig & Olive in Los Angeles, we made each event interactive with an original hashtag which was utilized across all social platforms.

Channeling the “Royal connection” – Princess Kate’s love of Trilogy’s Rose Hip Oil has been a consistent media win-win, especially when Kate announced her pregnancies!

Memorable creative mailers to media and influencers served as a constant reminder of Trilogy’s ingenuity and unique product heritage. Media desksides and influencer gettogethers with Trilogy’s Beauty Expert further cemented relationships and made Trilogy a favorite “go-to” natural brand.

GETTING RESULTS:

Media coverage from outlets such as: The New York Times, Cosmopolitan, Allure, Marie Claire, Town & Country, New Beauty, InStyle, Redbook, Mind, Body, Green, Refinery 29, Pop Sugar, Well+Good, Health, PureWow, ENews! and WWD to name a few, plus beauty influencers, digital and social coverage culminated in over 1 billion impressions. Sales goals were exceeded each year in the US market.

CREATIVE PITCHING THE OPPORTUNITY:

Making Trilogy’s signature product — Organic Rosehip Oil — feel new again by messaging how much is sold, highlighting its popularity, including a Royal fan: Kate, Duchess of Cambridge.

THE PITCH:

“Every 20 Seconds around the globe, someone buys Trilogy Rosehip Oil.”

THE RESULTS:

This simple, yet impactful creative pitch garnered immediate coverage in top beauty blogs and magazines, resulting in over 133 million impressions and growing!

GENERATES BIG RESULTS

Coverage in 2017:

133.78m impressions

STANDOUT EVENTS US PRESS LAUNCH, NYC Bringing New Zealand’s favorite brand to the Big Apple!

Everything was on point with Trilogy’s branding and esthetics. Creating an interactive event with an original hashtag meant that editors and influencers were posting live across all social channels. A “Royal Portrait ” photo booth, a nod to Trilogy’s most recognized fan was a great hit!

With over 50 members of the press in attendance, the Trilogy team had the opportunity to present the line with one-on-one interviews and interactions.

SUNDANCE FILM FESTIVAL

BUZZ - INFLUENCERS, CELEBRITIES, MEDIA

INFLUENCER LUNCH, LA Hosted by Jessicel Sepel, @jshealth (instagram 164k)

THE BUZZ

215 LIKES

Kristi 26,000 followers @thecurrentcrush currentlycrushing.com

TRILOGY TAKES MANHATTAN Three whirlwind days in NYC with Corinne Morley, Trilogy’s Beauty Expert meeting editors, influencers, tastemakers and consumers — engaging in activations, beauty treatments and a media/influencer lunch with new products sneak peek!

MEDIA DAY AT HEARST MAGAZINES • • • • • •

Elle Town & Country Good Housekeeping Woman’s Day Redbook Family Circle

INFLUENCER LUNCH 15 beauty and lifestyle micro influencers, reaching a collective Instagram audience of over 2 million.

BEAUTY FACIAL AT CREDO Interacting one-on-one with Trilogy customers.

NEW PRODUCT LAUNCHES 2017 Rosapene Radiance Serum and Rosehip Oil Light Blend

CREATIVE MAILER

Launching Trilogy Rosapene Radiance Serum and Trilogy Rosehip Oil Light Blend.

The Trilogy “ living Garden� featured plants and botanicals from New Zealand to create an organic environment in which to highlight the new products. This unique presentation created a lot of Instagram buzz and media coverage. Lauded by many as one of the most creative and memorable new product mailers they had ever received.

“I love the Trilogy mailings - they are carefully curated and well thought out.

Aside from just the products themselves, the team always adds in a little

something extra in the packaging that makes the mailings unique.”

Mary Gui, Style Blogger, Layersofchic.com, Instagram: @layersofchicblog

“It ’s really nice when a brand takes the time to carefully package the

items being sent — it ’s the little touches that make the brand stand out.

Ilona Shabovta, Lifestyle Blogger, Instagram: @Ilonashabovta

“Trilogy mailings are always beautifully curated, but this amazing “garden” was really unique and special.”

Weichen Yan, Lifestyle Blogger, Instagram: @peachonomics

NEW PRODUCT LAUNCHES 2017 CREATIVE MAILER BODY CARE LINE

A new category for Trilogy in the US, the Body Care line was ready to launch for the 2017 Summer Season. What better than the perfect beach accessories complete with Trilogy’s pampering body products in a trendy beach bag with messaging around “getting summer ready” with the essentials:

New York Launch | May 8-9, 2017 presented by ADinfinitum | May 31, 2017

Trilogy Body Care • Trilogy Water Bottle • Trilogy Beach Towel Keeping with the relaxed summer vibe, a Blogger Breakfast “meet and greet” with Corrine Morley, Trilogy Beauty Expert at the Bluestone Café, NYC:

“Love. LOVE the Trilogy plant oils.”

- Nylon

“Corinne is AWESOME, loved meeting her.

- Allure

“I never go to events, but someone in my office said I have to it ’s Trilogy, and we love Trilogy” - PopSugar

HERBACIN THE CHALLENGE:

The Herbacin® “green line” has been used and loved by women and celebrities for decades. How to keep faith with loyal mature consumers, while expanding brand awareness across a younger demographic audience?

OUR APPROACH:

By utilizing print media with social media we were able to target key consumer groups with very specific messaging. Social media has been very effectively used to introduce new consumers to the Herbacin brand, and our on-going PR campaign has connected the brand with celebrities and brand advocates.

GETTING RESULTS:

The Herbacin brand is enjoying increased retail distribution with new product introductions and marketing initiatives in the US and markets around the globe.

BEAUTIFUL SKIN IS OUR NATURE.

SOCIAL MEDIA

EVENTS: Camouflage Press Launch CAMOUFLAGE PRESS LAUNCH: BARBERSHOP EVENT NYC

Herbacin entered the men’s grooming category in the US with an initial online roll-out of their Camouflage line.

A day of grooming appointments at Man-Made Barbershop in NYC where editors had shaves, beard and hair trims incorporating the Camouflage Speed Shaving Cream, Moisturizing Face Balm, After Shave and Under Eye Roll On

Media in Attenance

CUSTOMIZED DIGITAL MAGAZINE ON ISSUU This global skincare brand was looking for a vehicle that could be used in the US and easily adapted for other countries, especially in Europe.

THE CONCEPT: HER MAGAZINE

Launch an online HER lifestyle magazine on ISSUU. We developed the concept and provided all content, copy, design and layouts. Content is “King” and the ISSUU’s provided Herbacin with continuous content for social media and marketing purposes.

CLICK TO VIEW ISSUU

DEVITA COSMETICS THE CHALLENGE:

How to persuade women that a line of vegan skincare and color cosmetics could produce the same—if not better—results than the brands they are familiar with.

OUR APPROACH:

Our approach was to align DeVita with events and media channels to enhance their sophistication and performance. Nothing showcases beauty brands better than high profile events like Fashion Week. By partnering with Vaute Couture, where designer Leanne Mai-ly-Hilgart is a new rising star tipped to be the next Stella McCartney, DeVita was able to collaborate with the designer to create the look for the New York show.

GETTING RESULTS:

The reviews are pouring in and DeVita now has the distinction of being the cosmetic brand of choice at the first all-vegan fashion show! By leveraging this event, our PR campaign is rolling out, creating increased brand awareness and recognition.

MAKING VEGAN HIGH FASHION.

NYFW SHOW & PRESS

NYFW SHOW & PRESS

SHEA TERRA ORGANICS THE CHALLENGE:

There are hundred’s of skincare brands competing for attention‌many of them from well-known companies with big budgets. So how to break through the clutter and get this unique organic brand noticed?

OUR APPROACH:

By making it personal. Tammie Umbel not only has a compelling and certainly unusual story to tell, in person she is a tour de force. Passionate about helping the women who supply her with traditional ingredients native to their county, she weaves a magic spell that is irresistible. The strategy was simple, get Tammie in front of as much influential media as possible.

GETTING RESULTS:

Over 25 deskside meetings with top beauty and fashion editors, from Cosmopolitan to Marie Claire, InStyle to Lucky magazine. The media love Tammie and the Shea Terra brand.

WHEN ALL THE STARS ALIGN.

NATIONAL PR CAMPAIGN

THE HEALTHY LIFESTYLE AGENCY

ADINNYC.COM • E: SUE@ADINNYC.COM • P: 212. 693. 2150