Our work: PR for a new luxury fragrance brand

Wednesday, 26 April 2017, 13:54 | Category : General
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Read how our UK fashion and lifestyle team launched a new flagship fragrance collection this spring, organising a successful blogger evening and securing coverage in Vogue, Metro, the Guardian, the Independent and the Telegraph as well as celebrity endorsement from Gail Porter and more

The Chapel is a chain of four award-winning salons across London, Kent and Verbier in Switzerland that offers a game–changing approach to the whole salon experience and how women feel when they leave.  Its owner Amanda Dicker’s ethos is defined by her own experiences in life – a story of rewriting rules, overcoming challenges and, ultimately, a belief in encouraging us to pause for a moment.

Amanda had built a highly successful hairdressing business. However, juggling so many balls had left no time for herself. Realising she’d become more human ‘doing’ than ‘being’, she downed tools one day and walked away to re-evaluate her life.  She realised how living in the moment made her so much happier than reflecting on the past and chasing the future, an approach that has been key to getting her life back into balance. She now lives by this philosophy and it is shaping the next phase of her life and business.

An important part of this, and where The PR Network has come on board to support, is her first fragrance collection comprising candles, pulse point fragrances and hand creams, all designed to reinforce her ‘pause’ message through their use. Everything encourages people to enhance their lives a little each day by encouraging them to take time out for themselves or, as Amanda calls it, taking #timetobewise.

The values and principles that have made The Chapel the award-winning brand it is today have come to life in the new collection, available in the four salons as well as online. Soon it will also be available in an exclusive range of retailers. Products are made in Britain and Italy with using fine ingredients. An olfactory delight, they look beautiful too and reflect Amanda’s flair for colour and design with imagery designed around a clock, a bee and an owl to reflect the Time To Be Wise message. Three special fragrances are inspired by the different times of the day and different moods we experience through the morning, the afternoon and the evening.

Amanda’s brief to The PR Network was to help build strong foundations for the brand that would associate it with her philosophy over time. The campaign is about telling the story behind the products and encouraging people to identify with Amanda’s experience and the potential lifestyle benefits of taking time out.

In line with Amanda’s ethos our communications strategy was to take a long-term approach, focusing on building relationships and securing buy-in to the concept with key influencers. Our campaign began in September 2016 and has involved everything from message and strategy workshops through to online and print media campaigns, and product placements. Launching the brand without advertising, and relying solely on a below the line influencer and PR strategy, has allowed us to be really clear on who we target, thus fiercely protecting the brand philosophy.

 

February 2017 saw nine influential UK bloggers meet for home-cooked wholesome food, sherry served in Amanda’s Grandma’s vintage glasses and a lively exchange on how to slow down and put yourself first. The event included advice and talks from a yoga expert, a mindfulness coach and an interior designer – all part of Amanda’s squad of successful women who have chosen to slow down, take stock and make their busy lives work by nurturing themselves a little bit every day.

Everyone left with personalised gifts hand-picked by Amanda and from the feedback we’d had so far, they also took away a little bit of positivity and a commitment to a new approach. Take a look at this fantastic post from lifestyle blogger @KaraWillow.

Alongside the blogger launch, there is an ongoing features programme that has resulted in coverage in Metro, The Telegraph and Vogue as well as a celebrity engagement programme working with the likes of Deliciously Ella and Gail Porter and a host of other key influencers and stylists. Product placement has also started to come in at the likes of The Guardian, The Independent and other nationals and glossies set to land during key times of the annual news cycle.

Expect to read more about Amanda and her approach as well as see the products over the course of 2017. And if you fancy taking a leaf from Amanda’s book, visit The Chapel online store to buy any of the candles or fragrances today.

#JustMeFirst

@TheChapelPlace

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