CASE STUDY: DERMA E
Natural, Vegan, Cruelty-Free Skincare Brand
DERMA E, a natural skin care line that is vegan, cruelty-free, rich in vitamins and botanicals, and born & raised in California, came to AMP3 last minute to conceptualize and execute an NYC-based influencer event with 1 month’s notice on a conservative budget.
We quickly educated ourselves on the look, feel and ethos of the DERMA E brand and conceptualized the event entitled “DERMA E East,” a journey of immersive pampering experiences all designed to educate on the key product launches which included SPF Suncare, Cleansers, and Rejuvenating Face Oils. Because event attendees were beauty influencers, we needed all event elements to be “instagrammable” moments, and because of the core values of the brand, all food, beverages and experiences needed to be vegan and reflect a healthy lifestyle.
“DERMA E East” came to life at a chic 2-story rooftop cottage in the East Village. Upon entrance, guests were served menus & maps that led them throughout the cottage with a range of services which included: the “Zen Den” (crystal energy readings with crystal gifts for continued healing), the “Sun Room” (complete with lounge chairs & gifted “hello sunshine” hats where guests enjoyed summer skincare tips & all things SPF and were treated to hand masks and vegan, cruelty-free manicures), the “Bubble Room” (with info and gifting of super cleansers & lotions in a room filled with bubbles and a cascading bubble balloon installation for the perfect photo opp), the “Derma E” Lounge (open floor to chat with the Derma E team, see the full product range, and have skin analyzed by an emage machine), and “Healthy Treats” (DIY acai bowls, energy balls & Kombucha for the perfect health-conscious indulgence).
Other photo opps included: a floral installation with the logo over the fireplace (our non-traditional step & repeat), logo’d “natural woman” staircase, and a custom-painted mural designed to look like neon lights, all with branded signage & prism decor that matched the invitation.
Ultimately, we hosted 68 influencers over the course of a 4 hour event, which resulted in 100+ social posts and a reach of over 1 million, which led to an increase in trials and social interaction for the new product range.
We were told by our new client that we perfectly brought the essence of their brand to life and they couldn’t believe what we were able to produce while still coming in under budget!
Today, we maintain an “always on” PR campaign for the brand, including lining up beauty & business media exclusives on their recent acquisition with WWD and WSJ, respectively.
Other PR placements in the first 3 months included: Allure (x2), Total Beauty, Life & Style, BestProducts.com, Byrdie (x4), PopSugar (x2), American Spa, Women's Fitness, New Beauty, Shape, Jezebel, Daily Mail and The Hollywood Reporter, resulting in 6,570,040,239 total media impressions.
Check out the 1-minute video recap of our influencer event below