The Nue Co.
Service
Consumer PR
Industry
Beauty
(Overview)
Forest Lungs doesn’t just make you smell good, it makes you feel good too. Replicating the restorative compounds emitted by trees called phytoncides, the fragrance is designed to reduce stress and anxiety, and mimic a walk through nature. To build hype at launch, R. Agency recruited tastemakers to sample the fragrance ahead of it hitting shelves. After landing influencer social posts and substantial coverage in Vanity Fair, GQ and ES Magazine ahead of launch, The Nue Co. sold three months’ worth of stock in 48 hours.
(Project Details)
R. Agency designed and deployed a ‘smelling is believing’ strategy, giving tastemakers the opportunity to not only sample the scent but experience its full benefits to their wellbeing ahead of launch. By strategically targeting 40 tastemakers ahead of the launch with bottles of the fragrance and instructions to experience the power of the scent, the agency was able to land coverage across influencers, social and lifestyle media at launch, each with links to purchase.
The Nue Co. is famed for creating supplements, skincare and fragrances that blend science and nature to create products that deliver whole-body wellbeing. For their first fragrance, Forest Lungs, a scent that promised to make you feel as good as you smell while replicating nature, R. Agency were briefed with making the scent the ‘must smell’ of the season.
Results
At launch R. Agency landed reviews with top beauty and lifestyle influencers and fragrance tastemakers on social media, as well as lifestyle media reviews. At the time of launch, the agency delivered substantial top tier coverage in titles including Vanity Fair, GQ and ES Magazine. The Nue Co. sold three months’ projected stock within 48 hours of launch.
