Project Description

Australian Brand Launch, Media Introduction to Key Beauty Media, Product Placement, Social Media Strategy, Bloggers & Key Influencers

US brand Antonym Cosmetics are a line of makeup that is gentle on the skin and the environment, yet offers exciting colours with strong pigmentation, luxurious textures and gorgeous luminosity. The entire make-up line is cruelty-free and eco-friendly.

Antonym products are free of parabens, synthetic fragrances, sulfates, petrochemicals or phthalates. Each product is certified by US Ecocert certified, which ensures that the ingredients are natural and also serves as quality control standard for manufacturing, packaging and storage.

Antonym makeup combines the latest technology with the best ingredients and eco-friendly packaging with zero tolerance for animal cruelty.

The range consist of premium quality eye shadows, lipstick pencils, mascara, eye pencils, baked foundations and baked blushes.

Launching into the Australian market, Girl PR was engaged to help introduce the brand to Australian media and consumers.

Girl PR orchestrated the positioning of the brand into the new Sydney Sephora store. Along with training new staff and creating hype within the launch of the brand at the Carriageworks, we further engaged Australian celebrities and Bloggers within a gifting suite.

Girl PR targeted prominent Bloggers and key beauty journalist with samples of the Antonym product, hand-delivered in branded goodie bags.

Girl PR translated messages to Australian media regarding Antonym’s USA celebrity endorsements and red carpet events.

Along with introducing Antonym to the beauty media, Girl PR created media releases targeting the health and well-being, bridal and parenting sectors including ethical beauty channels in print, online and on social media.

Coverage included Drop Dead Gorgeous Daily, Beauty Heaven, Baby Beauty and Beyond, iStyle TV, Shop Smart, KID Magazine, Style Scene, Style Scene, Lace n Ruffles, NW Magazine, OK!, Get It Magazine, Cosmopolitan Magazine, Mamamia, Makeup Tips Blog, RESCU, Lace n Buckles, Body & Soul, New Idea Beautyholics Anonymous, Bride to Be, Supercharged Food, Daily Telegraph, Sunday Telegraph, Earth By Anna, Profile Magazine, Pretty Fluffy, Profile Promotions, Bubbles Blog, The Beauty, Organic Bunny, Style Scene, Nourished Life and Bondi Blogger.