Project Description

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

Furless is an Australian company selling high quality synthetic professional makeup brushes and accessories that are stylish, functional, and most importantly – are 100% natural and cruelty-free.

Further included in the Furless range are pop-coloured and metallic nail polishes made from a 100% organic vegan formula using completely non-toxic ingredients.

Girl PR was engaged to grow brand awareness and to promote Furless as the best substitute for fur brushes and cosmetics.

Girl PR began by gifting key beauty bloggers with packs of Furless make-up samples and single brushes.

Girl PR ran trial make-up sessions with Celebrity Hair and Makeup artists, offering their glowing endorsement to media within the creation of story angles.

Girl PR launched a Return Your Brushes campaign, asking women to return their fur brushes in exchange for synthetic brushes in a protest to raise awareness of animal cruelty.

Girl PR secured national coverage online, in short-lead magazines and beauty blogs with endorsement from high-profile beauty bloggers, key influencers and celebrities nationwide.

Coverage included WHO magazine, Famous, Body + Soul, Yahoo 7, Drop Dead Gorgeous, Lustre and Kid Magazine along with countless beauty blogs and websites.