CASE STUDY: KL Polish

Nail Polish by Instagram Star Kathleen Lights

SITUATION

We were brought on to handle publicity for KL Polish by YouTuber @KathleenLights (2M on IG and 3.8M on YT). In addition to facilitating PR surrounding the new polish collections and the launch of a new hand cream, KL Polish wanted to expand their audience beyond Kathleen’s fanbase; reaching the beauty community, mommy bloggers (the polish is 12-free, so it’s safe for pregnant women to use), and eco/vegan outlets and blogs (KL polish is vegan and cruelty free). They also wanted to focus on the quality of the polish itself.

CAPABILITIES PROVIDED

Press Kit
Development

Media
Outreach

Blogger
Outreach

Social Media
Takeovers

Pitch
Development

Expert
Profiling

Launch
PR

Editorial
Placement

STRATEGY

Leveraging a balance between both the personality and reach of Kathleen Lights as well as the quality, price, and benefits of the polishes, we aimed at saturating the space by targeting several different audiences through different mediums. In addition to traditional placements surrounding the polish, eco/vegan, and parenting/mom stories, we sought out video segments and social media takeovers with Kathleen.

RESULTS

  • NYC Deskside Tour with video segments including WWD, Allure, Buzzfeed, Pop Sugar, and Harper’s Bazaar

  • Placements/features in Popsugar, HelloGiggles, Eluxe Magazine, Richard Magazine, Polished Pursuit, and more

  • Social Media Takeovers with top digital beauty outlets like Buzzfeed, Popsugar, and Byrdie Beauty reaching over 832,000 new eyeballs

  • Hearst Beauty Editor Pampering Day

  • Sending PR packages to editors can be a great tactic, however you never know if they actually try out the product. So instead we decided to host a pampering day for the Hearst Beauty Team in their conference room. Steps away from their desks, editors came by for a free mani, goodies, and to learn more about KL Polish. We gave manis to over 15 people from the beauty team.

  • Collaboration with Overtone hair (healthy hair color conditioners that align with the vegan/cruelty free mission of KL Polish #healthycolors). In addition to being featured in their booth at the Popsugar beauty event that saw over 15K attendees, they hosted a KL Polish giveaway on their social media (182K Followers)

HIGHLIGHTS