Project Description

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

The latest buzz in skincare is all about the combination of skincare tools used in conjunction with your tried-and-true topicals. When used together, they’re the anti-aging weapon du jour…

W Cosmetics introduced the ReFa brand into the Australian market. ReFa’s signature and premier product – the CARAT – has so far sold over 5 million units internationally and is a multi-award winning skin tool including the Japanese VOGUE BEAUTY AWARD 2015, the GOOD DESIGN AWARD 2012, THE RED DOT DESIGN AWARD in 2013 and HARPERS BAZAAR Singapore’s BEST ANTI-AGEING GADGET.

The ReFa CARAT is a specifically designed skincare tool that mimics the kneading techniques of professional facialists and aestheticians, enabling you to easily achieve improved skin elasticity and tone, DIY.

The double spherical drainage rollers create multiple pressure spots and imitate the motions of a lymphatic drainage facial massage by firmly pulling up and gently releasing the skin to eliminate toxins and excess fluids.

The platinum-coated rollers also convert light from the solar panel generating a micro-current that helps tone facial muscles gently and gradually from deep within the skin’s dermis; resulting in firmer, more sculpted facial contours. The Refa CARAT also entirely waterproof, so that you can use it in the shower safely.

Launching into the Australian market, Girl PR was engaged to help introduce the brand to international brand into the Australian market by creating a strategic campaign targeting both media and consumers.

Girl PR orchestrated the positioning of the brand into the W Cosmetics stores. We further engaged key Australian beauty journalists and media celebrities and mid to lower tier bloggers within a trial and gifting offer.

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

Along with introducing ReFa to the beauty media, Girl PR created media releases targeting the health and well-being, fitness and lifestyle sectors including beauty channels in print, online and on social media.

Coverage included New Idea, Woman’s Day, RESCU, Allure, ELLE, SPA + CLINIC, Canberra Weekly, OK!, YOURS, Temporary Princess and more.