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Image by Roma Kaiuk


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Brief: To launch Japonesque on British shores.



· Built a groundswell among beauty bloggers and ‘the new breed of celebrities’ on YouTube 

· Cultivated strong relationships with makeup artists who would mention the brand in beauty interviews

· Created tons of beautifully designed content for social channels

· Built and nurtured a highly engaged social community 

· Hired a celebrity to introduce the brand to traditional media

· Targeted beauty news, reviews, features and stories in traditional media



· Within a year, the brand was averaging 80 pieces of coverage per month

· Distribution widened from Boots and Amazon to also take in Harvey Nichols, Space NK, ASOS,, QVC and more

· Won a Pure Beauty Award for the launch of the ‘Safari’ brush

· This previously unknown brand was dubbed “iconic” by a number of well-known bloggers and vloggers

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