CASE STUDY: DERMA E
Natural, Vegan, Cruelty-Free Skincare Brand
DERMA E, a clean beauty brand focused on vegan, cruelty-free, skin care that’s rich in vitamins and botanicals, came to AMP3 to help tell their clean beauty story and plan, conceptualize, and execute a last minute NYC-based influencer event with just 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 influencer attendees on the seasons key product launches which included SPF Suncare, new 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.
At the same time, we also began a traditional & digital PR campaign focused on telling Derma E’s clean beauty story and highlighting new products that were perfect for the Spring & Summer seasons.
“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 we’ve secured for the brand include: WWD (x3), Allure (x4), Total Beauty (x3), Life & Style, BestProducts.com (x2), Byrdie (x13), PopSugar (x5), Hello Giggles (x3), Bustle (x6), Refinery29 (x3), Well + Good (x3), Mind Body Green (x6), Beauty Store Business (x5), The Zoe Report (x3), Shape (x2), American Spa, Women's Fitness, New Beauty, Amazing Wellness, Better Nutrition, Happi, Daily Mail and The Hollywood Reporter, resulting in 23,351,981,124 total media impressions.
The Derma E East event was such a success that the brand tasked us with re-creating the event in the Toronto market, one the were really trying to expand into, 5 months later.
Check out the 1-minute video recap of our influencer event below