New York Color
NYC is a budget USA makeup brand available in Superdrug
The ‘Dare to Compare’ PR media strategy was to echo the US direct comparison advertising campaign
We held Journalist briefings and desk dropped ‘premium versus NYC beauty kits’
A Viral email competition direct to consumers was created and issued via the Superdrug customer database
We averaged 6-10 pieces of national coverage per week throughout the campaign and won Grazia and Woman’s Own beauty awards
The viral email competition resulted in a 20,000+ email datacapture which was then used as an e-news campaign promoting NYC offers and instore promotions direct to the consumer
With no additional advertising support, over 2 years NYC rose up the ranks to become the number 2 makeup brand in Superdrug