PR and Event Management Case Study

NeoStrata is a highly acclaimed medically driven skin care brand that originated in the US. Founded on independent research and clinical trials NeoStrata prides itself on results which in turn has led to its popularity with the Irish consumer. The NeoStrata Company holds over 100 patents on AHA’s and related technologies, and in addition to utilising these technologies in their own product lines, the company also licenses these discoveries for use in other well known brand names such as Channel and Estee Lauder. Driven by research, this cosmeceutical range was originally introduced to Ireland 3 years ago.

Pharmed, the distributors of NeoStrata in Ireland awarded Buckeridge PR the public relations and event management project for NeoStrata after a hotly contested tender process. The project for NeoStrata was to take this already established cosmeceutical range and reintroduce it to the Irish public with a fresh, young and more accessible offering. Although medically driven, initial market research indicated that the brand name was associated with extreme results which in turn led to a misconception about user friendliness and caution on the part of the consumer. A large part of the campaign was to facilitate re-education of the Irish public which was achieved through an intensive PR campaign which encompassed print, TV and digital media. The first 3 months of the campaign targeted thought leaders in the beauty industry and key influential members of the public on the product ingredients and the medical and scientific prove behind the brand. This resulted in a shift in perceptions which Buckeridge PR capitalised on by hosting a re-launch and repackaging party in ‘Residence, Private Members Club’ In order to reiterate the accessibility and ease of use of the NeoStrata range Buckeridge PR flew over world renowned skin care expert and dermatologist DR. Elizabeth Briden to conduct one on one pre arranged press interviews with select members of the media and attend a public event to announce NeoStrata’s distribution to pharmacies throughout the country. The re-launch night resulted in media coverage in all aspects of media from social to medical with particular emphasis on the excellent price point and irrefutable results achieved with this easy to use cosmeceutical range. Given the success of the first 6 months of this campaign NeoStrata chose to continue their partnership with Buckeridge PR and are currently devising a strategy for the next step in the NeoStrata campaign.