OUR WORK Lyma
Launching a market leader
LYMA Skincare has been developed with a science-based approach and was set to disrupt the world of hyper-luxury beauty. The brand is a powerhouse, British success story, launched by founder Lucy Goff with industry leading expertise. However, the story is nuanced and the product is targeted at a luxury audience.
GOAL
We were appointed by LYMA Skincare with a specific objective – drive fame for the new LYMA Skincare launch in the UK and US, specifically targeting news, sales and traffic driving media.
SECTOR EXPERTISE
Consumer
12,900+
pieces of coverage from 109 coutnries
4.5%
increase in coverage YOY
+133%
increase in hero articles
212
media attended the awards from 32 countries
The Work
We pitched the launch under embargo to close contacts at national media, sharing details of the 30,000-strong waiting list and securing interviews with Lucy and the LYMA experts.
The release was under embargo until the day of launch, and so we lined up all coverage to go live at the same time in the UK, to drive as much traffic to the site as possible.
Results: The launch was extremely successful, with over 10 national articles landing on day one (Daily Mail, Mail Online, Daily Telegraph, Telegraph Online, The Times, Times Online, The Sun, Daily Express, Yahoo and You Magazine.), leading to a re-forecasting of business results due to exceptional demand.
We didn’t stop there. We have now secured over 60 pieces of coverage from launch, including an earned interview on BBC News, which led to 1,000 site visits in the five minutes of broadcast.