Beauty

Beauty may be in the eye of the beholder, but your eye has to focus on results.  And that is exactly what Coyne Beauty does.  Functioning as a boutique within a larger agency, Coyne Beauty knows the importance of delivering PR campaigns that breakthrough, leaving lasting, meaningful messages with your core consumer.  Like a skincare or makeup routine, our team believes that each campaign needs to be personalized to meet our client’s needs and desired end result. 

The unique style of the team considers industry expectations – and then develops campaigns to create new ones, which is vital in the ever-evolving beauty and grooming arena.  Whether we are introducing a new product to the beauty marketplace, bringing the spark back to a mature brand, or launching an upstart, our team of beauty strategists creates high-impact campaigns to generate millions of media impressions, drive buzz and awareness with media and influencers and exceed our client’s expectations.  

Murad

Issue: As a recognized prestige clinical skincare brand recently purchased by Unilever, Murad was asked to launch their unique Connected Beauty philosophy in a big way. Coyne was tasked with creating a major media moment bringing Murad into the world of wellness. In addition, Coyne needed to launch two key January 2017 product innovations to media as a supplement to a wellness lifestyle.

Idea: Coyne positioned Murad as a player in the wellness space via an enlightening Ted-Talk style speaker series entitled the first-ever Murad Connected Beauty Summit. The Summit, which was held at The Glasshouses in New York’s Chelsea neighborhood fascinated attendees with keynote topics: Sleep, Epigenetics, Mindfulness and Cultural Stress as presented by speakers Arianna Huffington, Unilever’s Global VP of Discovery Jason Harcup, Mallika Chopra and Dr. Howard Murad. The engaging speaker series brought the connected beauty philosophy to the forefront with impactful statistics, surprising information and activities that align with a holistic, whole-person approach to health and beauty. Invitees spanned not only beauty media and influencers, but wellness, mindfulness and health. An interactive virtual reality activity was involved to let guests experience connected beauty through technology.

Impact: Coyne generated impactful immediate and ongoing results for Murad’s first-ever Connected Beauty Summit drawing in 45+ top-tier media and influencers. The morning of the event was off to a great start with an exclusive launch piece in WWD posting online and appearing in the Digital Daily e-newsletter. Key media including Allure, Self and Teen Vogue interviewed Dr. Murad onsite, and engaging product activations brought the new launches to life resulting in immediate media requests. Social media supported the initiative with over 90,000 people tuning into the Connected Beauty Summit on Facebook Live and top-tier media sharing their experience on their social channels in real time.

Connected Beauty Summit

Issue: As a recognized prestige clinical skincare brand recently purchased by Unilever, Murad was asked to launch their unique Connected Beauty philosophy in a big way. Coyne was tasked with creating a major media moment bringing Murad into the world of wellness. In addition, Coyne needed to launch two key January 2017 product innovations to media as a supplement to a wellness lifestyle.

Idea: Coyne positioned Murad as a player in the wellness space via an enlightening Ted-Talk style speaker series entitled the first-ever Murad Connected Beauty Summit. The Summit, which was held at The Glasshouses in New York’s Chelsea neighborhood fascinated attendees with keynote topics: Sleep, Epigenetics, Mindfulness and Cultural Stress as presented by speakers Arianna Huffington, Unilever’s Global VP of Discovery Jason Harcup, Mallika Chopra and Dr. Howard Murad. The engaging speaker series brought the connected beauty philosophy to the forefront with impactful statistics, surprising information and activities that align with a holistic, whole-person approach to health and beauty. Invitees spanned not only beauty media and influencers, but wellness, mindfulness and health. An interactive virtual reality activity was involved to let guests experience connected beauty through technology.

Impact: Coyne generated impactful immediate and ongoing results for Murad’s first-ever Connected Beauty Summit drawing in 45+ top-tier media and influencers. The morning of the event was off to a great start with an exclusive launch piece in WWD posting online and appearing in the Digital Daily e-newsletter. Key media including Allure, Self and Teen Vogue interviewed Dr. Murad onsite, and engaging product activations brought the new launches to life resulting in immediate media requests. Social media supported the initiative with over 90,000 people tuning into the Connected Beauty Summit on Facebook Live and top-tier media sharing their experience on their social channels in real time.

ChapStick®

Issue: To further align with the beauty and skincare space, ChapStick®, America’s favorite lip balm brand launched a first-ever tinted product and challenged Coyne PR with generating media coverage for this milestone innovation.

Idea: To get the media’s lips moving about the first-of-its-kind ChapStick® product and continue to elevate the brand as a premium beauty essential, Coyne designed an intimate media luncheon at an upscale New York City restaurant where chic décor in hues tying to the shades of the products illuminated the space. Actress and brand spokesperson Rachel Bilson and celebrity makeup artist and ChapStick® Brand Ambassador Matin were present at the event and spoke to media about ChapStick® Total Hydration Moisture + Tint.   

Impact: The distinctive launch event enabled the media to see firsthand how ChapStick® is continuing to innovate and deliver premium beauty products. As a result of the launch tactics, the news of the first-ever tinted ChapStick® took social media by storm garnering more than 4.8 million impressions, in addition to an InStyle and Star magazine story in just the first week following the event. With more than 17 top women’s magazines in attendance at the event, including Glamour, Marie Claire, People StyleWatch and Cosmopolitan, ChapStick® Total Hydration Moisture + Tint is set to grace beauty pages in the upcoming months.

 

Launching ChapStick® into the World of Color

Issue: To further align with the beauty and skincare space, ChapStick®, America’s favorite lip balm brand launched a first-ever tinted product and challenged Coyne PR with generating media coverage for this milestone innovation.

Idea: To get the media’s lips moving about the first-of-its-kind ChapStick® product and continue to elevate the brand as a premium beauty essential, Coyne designed an intimate media luncheon at an upscale New York City restaurant where chic décor in hues tying to the shades of the products illuminated the space. Actress and brand spokesperson Rachel Bilson and celebrity makeup artist and ChapStick® Brand Ambassador Matin were present at the event and spoke to media about ChapStick® Total Hydration Moisture + Tint.   

Impact: The distinctive launch event enabled the media to see firsthand how ChapStick® is continuing to innovate and deliver premium beauty products. As a result of the launch tactics, the news of the first-ever tinted ChapStick® took social media by storm garnering more than 4.8 million impressions, in addition to an InStyle and Star magazine story in just the first week following the event. With more than 17 top women’s magazines in attendance at the event, including Glamour, Marie Claire, People StyleWatch and Cosmopolitan, ChapStick® Total Hydration Moisture + Tint is set to grace beauty pages in the upcoming months.

 

Malie Organics

Issue:  Malie Organics tasked Coyne with developing a plan to raise brand awareness and connect with consumers through Instagram – the brand’s first foray into engaging via social media versus traditional media. The team was challenged to find quality, on-brand influencers to share products with their dedicated audiences in return for product compensation versus payment.

Idea: First, Coyne developed an approach that complimented our traditional media outreach, editorializing Malie’s collections by crafting timely storylines that focus on specific products. The team then identified a strong group of impactful Instagram influencers who would resonate with Malie’s target audience and tasked them with creating visually compelling content that helped tell the brand’s story in their own unique voice. This group of Instagrammers went beyond the realm of beauty, including fashion influencers, travel bloggers, surfers, artists and photographers that could speak to the Malie lifestyle.

Impact: Through strategic outreach, tight brand messaging and a series of targeted campaigns, Coyne was able to generate impactful results quickly, securing 27 posts totaling 3 million+ impressions in just two months. Over a 90 day period, we were able to secure 42 posts totaling just under 4 million impressions. The brand’s Instagram following increased by almost 30%, and they accumulated a treasure trove of assets they were excited repurpose on their own social channels.

Targeting Instagram Influencers

Issue:  Malie Organics tasked Coyne with developing a plan to raise brand awareness and connect with consumers through Instagram – the brand’s first foray into engaging via social media versus traditional media. The team was challenged to find quality, on-brand influencers to share products with their dedicated audiences in return for product compensation versus payment.

Idea: First, Coyne developed an approach that complimented our traditional media outreach, editorializing Malie’s collections by crafting timely storylines that focus on specific products. The team then identified a strong group of impactful Instagram influencers who would resonate with Malie’s target audience and tasked them with creating visually compelling content that helped tell the brand’s story in their own unique voice. This group of Instagrammers went beyond the realm of beauty, including fashion influencers, travel bloggers, surfers, artists and photographers that could speak to the Malie lifestyle.

Impact: Through strategic outreach, tight brand messaging and a series of targeted campaigns, Coyne was able to generate impactful results quickly, securing 27 posts totaling 3 million+ impressions in just two months. Over a 90 day period, we were able to secure 42 posts totaling just under 4 million impressions. The brand’s Instagram following increased by almost 30%, and they accumulated a treasure trove of assets they were excited repurpose on their own social channels.

Tara Smith

Issue: Award-winning U.K. celebrity hairstylist, Tara Smith, worked with Coyne to lead the stateside launch of her dynamic haircare brand and position it as the first high-performance, botanically-infused haircare range that is also vegan and free-from all harsh ingredients.

Idea:  To bring the look-good, feel-good Tara Smith brand to life in the U.S. market and drive key media and consumers to take notice, the Coyne team began an immersive launch campaign by creating an event at the London Hotel, which included a meet & greet and styling session with Tara, as well as a guided meditation and dream catcher making station to communicate the ethos of the brand. The multi-sensory event had the media buzzing as top tier beauty editors immersed their mind and body in the brand, while learning insider tips and trends from Tara. To continue to raise brand awareness and connect with consumers, Coyne developed a vlogger and blogger activation, securing over 30 top beauty influencers to share products with their fans and followers and provide product reviews and tutorials. Coyne continued to position Tara Smith as a top haircare expert in the U.S. by debuting Tara and the brand at NYFW SS2016 as the official hairstylist and hair sponsor for celebrity designer, Laurel Dewitt.

Impact: Coyne was able to spread the word with top media, influencers and consumers with Tara Smith featured as a “brand to watch” on websites like WWD.com, PeopleStyleWatch.com, TeenVogue.com, Parade.com, TotalBeauty.com, Star Magazine and People Magazine, to name a few – garnering more than 60 million impressions for the launch alone.  The Coyne team’s PR efforts also underpinned sales by directing traffic to TaraSmith.com and HSN.  The attention the brand received also helped to pique the interest of Blue Mercury, where Tara Smith is now sold. 

Launching a Dynamic Haircare Brand

Issue: Award-winning U.K. celebrity hairstylist, Tara Smith, worked with Coyne to lead the stateside launch of her dynamic haircare brand and position it as the first high-performance, botanically-infused haircare range that is also vegan and free-from all harsh ingredients.

Idea:  To bring the look-good, feel-good Tara Smith brand to life in the U.S. market and drive key media and consumers to take notice, the Coyne team began an immersive launch campaign by creating an event at the London Hotel, which included a meet & greet and styling session with Tara, as well as a guided meditation and dream catcher making station to communicate the ethos of the brand. The multi-sensory event had the media buzzing as top tier beauty editors immersed their mind and body in the brand, while learning insider tips and trends from Tara. To continue to raise brand awareness and connect with consumers, Coyne developed a vlogger and blogger activation, securing over 30 top beauty influencers to share products with their fans and followers and provide product reviews and tutorials. Coyne continued to position Tara Smith as a top haircare expert in the U.S. by debuting Tara and the brand at NYFW SS2016 as the official hairstylist and hair sponsor for celebrity designer, Laurel Dewitt.

Impact: Coyne was able to spread the word with top media, influencers and consumers with Tara Smith featured as a “brand to watch” on websites like WWD.com, PeopleStyleWatch.com, TeenVogue.com, Parade.com, TotalBeauty.com, Star Magazine and People Magazine, to name a few – garnering more than 60 million impressions for the launch alone.  The Coyne team’s PR efforts also underpinned sales by directing traffic to TaraSmith.com and HSN.  The attention the brand received also helped to pique the interest of Blue Mercury, where Tara Smith is now sold. 

Palmer's

Issue: Coyne PR was tasked with developing a star-worthy media campaign surrounding the latest celebrity to bare her pregnant bump for Palmer’s popular Cocoa Butter Formula stretch mark product ad campaign – Jennifer Love Hewitt!  

Idea: The Coyne PR team organized a two-day media blitz surrounding Jennifer Love Hewitt’s ad shoot with Palmer’s. Shot in a private mansion in Pacific Palisades, CA, Coyne took advantage of the shoot day by arranging interviews with the top broadcast and print outlets in the entertainment space – “Entertainment Tonight” and People – to chat with Hewitt behind-the-scenes of her belly-baring day. The team also hired an AP photographer to capture priceless, bump-baring shots throughout the shoot. The next morning, the top four AP images, along with a press release on Hewitt’s campaign with Palmer’s, were disseminated. Perched in a suite at the London Hotel in West Hollywood, a media day was arranged for Hewitt to talk about her shoot with Palmer’s the day prior. Top entertainment, parenting and beauty outlets from US Weekly to USAToday.com to Pregnancy & Newborn to Yahoo! Beauty talked with the star in person and by phone about her campaign and stretch mark-free belly, thanks to Palmer’s!

Impact: The results were immediate and impressive! Before the media day even kicked off on the West Coast, news and pictures from the shoot were already being reported by The Daily Mail, The Huffington Post and UsMagazine.com, just to name a few. By end of day, Jennifer Love Hewitt’s campaign with Palmer’s was headline news. So much so that she was the number one searched topic on Yahoo! for the day. The campaign has yielded more than 320 million media impressions to-date in top print, online and broadcast outlets.

Jennifer Love Hewitt Cast as Latest Palmer’s Spokes-belly!

Issue: Coyne PR was tasked with developing a star-worthy media campaign surrounding the latest celebrity to bare her pregnant bump for Palmer’s popular Cocoa Butter Formula stretch mark product ad campaign – Jennifer Love Hewitt!  

Idea: The Coyne PR team organized a two-day media blitz surrounding Jennifer Love Hewitt’s ad shoot with Palmer’s. Shot in a private mansion in Pacific Palisades, CA, Coyne took advantage of the shoot day by arranging interviews with the top broadcast and print outlets in the entertainment space – “Entertainment Tonight” and People – to chat with Hewitt behind-the-scenes of her belly-baring day. The team also hired an AP photographer to capture priceless, bump-baring shots throughout the shoot. The next morning, the top four AP images, along with a press release on Hewitt’s campaign with Palmer’s, were disseminated. Perched in a suite at the London Hotel in West Hollywood, a media day was arranged for Hewitt to talk about her shoot with Palmer’s the day prior. Top entertainment, parenting and beauty outlets from US Weekly to USAToday.com to Pregnancy & Newborn to Yahoo! Beauty talked with the star in person and by phone about her campaign and stretch mark-free belly, thanks to Palmer’s!

Impact: The results were immediate and impressive! Before the media day even kicked off on the West Coast, news and pictures from the shoot were already being reported by The Daily Mail, The Huffington Post and UsMagazine.com, just to name a few. By end of day, Jennifer Love Hewitt’s campaign with Palmer’s was headline news. So much so that she was the number one searched topic on Yahoo! for the day. The campaign has yielded more than 320 million media impressions to-date in top print, online and broadcast outlets.

Palmer's

Issue: With the approaching year of Palmer’s 175th Anniversary, Coyne was tasked with planning a memorable celebration that honored the rich history of the brand and launch the entry into a new product category with Palmer’s Cocoa Butter Formula Eventone Suncare.

Idea: To simultaneously celebrate both the past and the future of Palmer’s, the Coyne team conceived and created an NYC-based event to inform and entertain national beauty, health and wellness editors, influencers and experts.  Set at a rooftop bar in Manhattan reminiscent of the summertime fun, a tropical oasis was created complete with themed vignettes and experiential stations.

Guests began their journey with a visual history of the 175 years of Palmer’s, including vintage ads, signage and packaging, from the very first product and were brought to present day with the new suncare range launch. The evening was capped off with a UV Skin Analysis, which assessed their current sun damage, and a consultation with an aesthetician regarding protecting skin from the harmful rays. The Skin Cancer Foundation, whose seal appears on Palmer’s suncare products, was also on-hand to discuss the importance of proper suncare throughout your life.  Editors left with samples of each product to test out at their offices and with their editorial community and readers. Following the event, Coyne continued to raise product awareness with key media and consumers and coordinated the inclusion of the standout suncare products in popular beauty boxes.

Impact: Before the event was over, media members from Total Beauty, Good Housekeeping, and Rachel Ray had already began to post photos of the Palmer’s celebration on their social media channels. With approximately 40 top-tier guests from outlets like People StyleWatch, InStyle, Essence, and Popsugar.com, Coyne was able to spread the word about the range among top media and influencers. By the end of the summer season, Coyne garnered more than 88 million media impressions in top print, online and broadcast outlets including Cosmopolitan, WWD and Marie Claire.

Palmer’s 175th Birthday Celebration – a “Sun-sational” Success!

Issue: With the approaching year of Palmer’s 175th Anniversary, Coyne was tasked with planning a memorable celebration that honored the rich history of the brand and launch the entry into a new product category with Palmer’s Cocoa Butter Formula Eventone Suncare.

Idea: To simultaneously celebrate both the past and the future of Palmer’s, the Coyne team conceived and created an NYC-based event to inform and entertain national beauty, health and wellness editors, influencers and experts.  Set at a rooftop bar in Manhattan reminiscent of the summertime fun, a tropical oasis was created complete with themed vignettes and experiential stations.

Guests began their journey with a visual history of the 175 years of Palmer’s, including vintage ads, signage and packaging, from the very first product and were brought to present day with the new suncare range launch. The evening was capped off with a UV Skin Analysis, which assessed their current sun damage, and a consultation with an aesthetician regarding protecting skin from the harmful rays. The Skin Cancer Foundation, whose seal appears on Palmer’s suncare products, was also on-hand to discuss the importance of proper suncare throughout your life.  Editors left with samples of each product to test out at their offices and with their editorial community and readers. Following the event, Coyne continued to raise product awareness with key media and consumers and coordinated the inclusion of the standout suncare products in popular beauty boxes.

Impact: Before the event was over, media members from Total Beauty, Good Housekeeping, and Rachel Ray had already began to post photos of the Palmer’s celebration on their social media channels. With approximately 40 top-tier guests from outlets like People StyleWatch, InStyle, Essence, and Popsugar.com, Coyne was able to spread the word about the range among top media and influencers. By the end of the summer season, Coyne garnered more than 88 million media impressions in top print, online and broadcast outlets including Cosmopolitan, WWD and Marie Claire.

L.A. Looks

Issue: Iconic hair gel brand L.A. Looks enlisted Coyne PR to take the brand from retro to right now, as it prepared to extend its product offerings beyond just hair gels. L.A. Looks wanted to be perceived by the style and budget conscious millennial consumer as current, cool and attainable.

Idea: Coyne PR leveraged the brand’s Southern California roots as inspiration, aligning L.A. Looks with all things Los Angeles – from movie stars to musicians and models. The beauty team executed an aggressive media campaign to help renew consumer awareness and interest in the brand. The multi-tiered approach kicked off with the team identifying and recreating celebrity hair trends for millennial-focused beauty and style blogs with L.A. Looks’ new Red Carpet Collection, ramped up with us conducting targeted media outreach surrounding the annual L.A. Looks Model Search contest, and capped off by providing support for the brand’s sponsorship of iHeartRadio’s Jingle Ball concert at Madison Square Garden.

Impact: Within one year, Coyne PR’s outreach garnered more than 119 million impressions on behalf of L.A. Looks, including placements in Life & Style, YouBeauty, Yahoo! Voices, ET Online, Hairspray and High Heels, LuxLady and Beauty Undercover. The team’s efforts also generated a groundswell of attention for the 2014 L.A. Looks Model Search, which drove users to the brand’s social properties and resulted in a record number of contest entries.

L.A. Looks Updates Its Image

Issue: Iconic hair gel brand L.A. Looks enlisted Coyne PR to take the brand from retro to right now, as it prepared to extend its product offerings beyond just hair gels. L.A. Looks wanted to be perceived by the style and budget conscious millennial consumer as current, cool and attainable.

Idea: Coyne PR leveraged the brand’s Southern California roots as inspiration, aligning L.A. Looks with all things Los Angeles – from movie stars to musicians and models. The beauty team executed an aggressive media campaign to help renew consumer awareness and interest in the brand. The multi-tiered approach kicked off with the team identifying and recreating celebrity hair trends for millennial-focused beauty and style blogs with L.A. Looks’ new Red Carpet Collection, ramped up with us conducting targeted media outreach surrounding the annual L.A. Looks Model Search contest, and capped off by providing support for the brand’s sponsorship of iHeartRadio’s Jingle Ball concert at Madison Square Garden.

Impact: Within one year, Coyne PR’s outreach garnered more than 119 million impressions on behalf of L.A. Looks, including placements in Life & Style, YouBeauty, Yahoo! Voices, ET Online, Hairspray and High Heels, LuxLady and Beauty Undercover. The team’s efforts also generated a groundswell of attention for the 2014 L.A. Looks Model Search, which drove users to the brand’s social properties and resulted in a record number of contest entries.

CoverGirl

Issue: CoverGirl tapped Coyne to help launch the CoverGirl Bombshell collection for key online retailer, Walmart.com with online beauty influencers. The agency activated a campaign through Coyne Connect, the agency’s proprietary influencer network of more than 3,500 members to engage them with a unique opportunity to co-create content and promote the brand.

Idea: Beauty bloggers consistently rank high among consumers as trusted peers and influencers via their blog and social audiences. In addition, beauty content that is useful to women is typically highly shareable among women. Coyne created a launch strategy leveraging influencers to activate consumers to check out the new CoverGirl Bombshell line at Walmart.com, and create video content featuring their own tutorials for developing a stylized look with the new products. The campaign including a product giveaway for influencers to offer to their readers, and cross-promotion of tutorials on the influencers’ social media channels.

Impact: Coyne blew up the blogosphere with glamorous results starring influencers as avid fans of the CoverGirl Bombshell line. The campaign generated 11 million impressions via more than 90 blog posts and nearly 6,500 social media posts featuring links to the product on Walmart.com and rave reviews of the cosmetics, in addition to step-by-step video tutorials for every occasion ranging from a day at the office to a night out with the girls. 

CoverGirl Drops the Bomb on Beauty Bloggers

Issue: CoverGirl tapped Coyne to help launch the CoverGirl Bombshell collection for key online retailer, Walmart.com with online beauty influencers. The agency activated a campaign through Coyne Connect, the agency’s proprietary influencer network of more than 3,500 members to engage them with a unique opportunity to co-create content and promote the brand.

Idea: Beauty bloggers consistently rank high among consumers as trusted peers and influencers via their blog and social audiences. In addition, beauty content that is useful to women is typically highly shareable among women. Coyne created a launch strategy leveraging influencers to activate consumers to check out the new CoverGirl Bombshell line at Walmart.com, and create video content featuring their own tutorials for developing a stylized look with the new products. The campaign including a product giveaway for influencers to offer to their readers, and cross-promotion of tutorials on the influencers’ social media channels.

Impact: Coyne blew up the blogosphere with glamorous results starring influencers as avid fans of the CoverGirl Bombshell line. The campaign generated 11 million impressions via more than 90 blog posts and nearly 6,500 social media posts featuring links to the product on Walmart.com and rave reviews of the cosmetics, in addition to step-by-step video tutorials for every occasion ranging from a day at the office to a night out with the girls. 

Younique

Issue: Direct-selling cosmetic and skincare brand, Younique, challenged Coyne to create a PR push that would engage media, as well as its younger fashion-minded and socially engaged demographic.

Idea: Coyne created an exclusive Younique VIP Lash Bar at a top New York Fashion Week lounge geared toward influencers attending the nearby fashion shows, also booking interviews and appointments with beauty-minded media, including The Huffington Post, YouBeauty, Latina.com and Hollywood Life. To bring the experience to life, celebrity makeup artists Mickey Williams and Jillian Halouska helped guests experience the “fiber lash effect” with Younique’s best-selling product Moodstruck 3D Fiber Lashes+, known to help increase lash volume by up to 400 percent. To encourage social media posts and further engage the Younique audience, Lash Bar visitors held mood-based signs that described how their new lashes made them feel, from fearless to flirty, as they posted for photos in front of a Younique branded wall.

Impact: Following the event, Coyne worked closely with the Younique social media team to extend the message nationally via social media to its salesforce and consumers throughout NYFW and beyond. Coyne shared a number of assets like photos and videos of the VIP Lash Bar experience for immediate use by the brand at a strategic cadence that would sustain momentum throughout the entire NYFW and the following months. Many elements leveraged the credibility of celebrity makeup artists Mickey Williams and Jillian Halouska, including live Younique Periscope videos and top spring/summer trend tips using Younique products. As a result, Younique’s social posts surrounding its debut at NYFW reached an audience of more than a quarter of a million on Facebook and Instagram in a week! Younique’s presence at NYFW positioned the brand as a key player in the beauty and fashion industry and also provided the brand’s salesforce with fantastic content for recruitment and new sales.

Younique Struts Into New York Fashion Week

Issue: Direct-selling cosmetic and skincare brand, Younique, challenged Coyne to create a PR push that would engage media, as well as its younger fashion-minded and socially engaged demographic.

Idea: Coyne created an exclusive Younique VIP Lash Bar at a top New York Fashion Week lounge geared toward influencers attending the nearby fashion shows, also booking interviews and appointments with beauty-minded media, including The Huffington Post, YouBeauty, Latina.com and Hollywood Life. To bring the experience to life, celebrity makeup artists Mickey Williams and Jillian Halouska helped guests experience the “fiber lash effect” with Younique’s best-selling product Moodstruck 3D Fiber Lashes+, known to help increase lash volume by up to 400 percent. To encourage social media posts and further engage the Younique audience, Lash Bar visitors held mood-based signs that described how their new lashes made them feel, from fearless to flirty, as they posted for photos in front of a Younique branded wall.

Impact: Following the event, Coyne worked closely with the Younique social media team to extend the message nationally via social media to its salesforce and consumers throughout NYFW and beyond. Coyne shared a number of assets like photos and videos of the VIP Lash Bar experience for immediate use by the brand at a strategic cadence that would sustain momentum throughout the entire NYFW and the following months. Many elements leveraged the credibility of celebrity makeup artists Mickey Williams and Jillian Halouska, including live Younique Periscope videos and top spring/summer trend tips using Younique products. As a result, Younique’s social posts surrounding its debut at NYFW reached an audience of more than a quarter of a million on Facebook and Instagram in a week! Younique’s presence at NYFW positioned the brand as a key player in the beauty and fashion industry and also provided the brand’s salesforce with fantastic content for recruitment and new sales.

Mary Kay

Issue: In honor of Mary Kay’s 50th anniversary, Coyne was challenged to add unforgettable “bling” to the brand’s golden year by celebrating the milestone while harnessing the power of their heritage and showcasing the brand as forward thinking.


Idea: Coyne celebrated with a strategy that spanned the globe, from LA to the 2014 Sochi Olympics, back to NYC for a series of activations integrating media, influencers and consumers.  The initiative culminated with social activations at Mary Kay’s record-breaking Global Makeover Day in NYC, LA and Dallas. At the Golden Globes, make-up artists touched up event influencers including Lauren Conrad, Jamie Chung and Lindsey Albanese.  In celebration of golden moments in the Olympics, Coyne created specially crafted “golden looks” to gift to medal winners.  Back in NY, the celebration continued with a “Gold Glam” event for beauty press showcasing product innovations and the expertise of the Glam Squad. In support of Global Makeover Day, Coyne developed a robust program leveraging the brand’s multiple social platforms and helped break the world record of most makeovers in one day!  Initiatives included providing sample Facebook posts and tweets to Mary Kay sales force members and capturing the excitement and sharing real-time content on Mary Kay’s social platforms.

Impact: Coyne generated sparkling results for the 50th anniversary with 1.3 billion impressions, 66 percent more than the prior year.  In social, Coyne successfully amplified the social media conversation around Mary Kay Global Makeover Day with Facebook impressions from Global Makeover Day reaching 8,370,890 and 2.3 million Twitter impressions surrounding @MaryKay mentions. Coyne received the PR Daily Award for Best Use of Social Media for Event Promotion.

Celebrating 50 Years Young

Issue: In honor of Mary Kay’s 50th anniversary, Coyne was challenged to add unforgettable “bling” to the brand’s golden year by celebrating the milestone while harnessing the power of their heritage and showcasing the brand as forward thinking.


Idea: Coyne celebrated with a strategy that spanned the globe, from LA to the 2014 Sochi Olympics, back to NYC for a series of activations integrating media, influencers and consumers.  The initiative culminated with social activations at Mary Kay’s record-breaking Global Makeover Day in NYC, LA and Dallas. At the Golden Globes, make-up artists touched up event influencers including Lauren Conrad, Jamie Chung and Lindsey Albanese.  In celebration of golden moments in the Olympics, Coyne created specially crafted “golden looks” to gift to medal winners.  Back in NY, the celebration continued with a “Gold Glam” event for beauty press showcasing product innovations and the expertise of the Glam Squad. In support of Global Makeover Day, Coyne developed a robust program leveraging the brand’s multiple social platforms and helped break the world record of most makeovers in one day!  Initiatives included providing sample Facebook posts and tweets to Mary Kay sales force members and capturing the excitement and sharing real-time content on Mary Kay’s social platforms.

Impact: Coyne generated sparkling results for the 50th anniversary with 1.3 billion impressions, 66 percent more than the prior year.  In social, Coyne successfully amplified the social media conversation around Mary Kay Global Makeover Day with Facebook impressions from Global Makeover Day reaching 8,370,890 and 2.3 million Twitter impressions surrounding @MaryKay mentions. Coyne received the PR Daily Award for Best Use of Social Media for Event Promotion.

Mary Kay

Issue: Find a creative way to launch Mary Kay’s year-long branded campaign “Discover What You Love” while introducing new product offerings for summer 2014 to the most influential and prominent media in the beauty industry.

Idea: Coyne Beauty designed an intimate two-day editor experience where top-tier media were welcomed to discover the brand’s new theme and products by way of a journey through the mind of a woman, as she prepares for sunny beauty adventures.  Titled “Destination Discovery,” this intimate event hosted small groups of editors through a series of interactions, all seamlessly tied together by Mary Kay Glam Squad experts, featuring a fashion stylist with tips on multi-use fashion items to pack for vacation, an aesthetician discussing skincare on-the-go and celebrity makeup artists providing looks for a day on the beach or a night on the town.  The event culminated with an invitation for editors to share what they “loved” by autographing and doodling on an “art” panel that will be put to use at a variety of corporate Mary Kay events throughout the year ahead.

Impact: Mary Kay and Coyne welcomed more than 50 top-tier long- and short-lead beauty editors to “Destination Discovery,” including magazines, newspapers and .com’s.  The products were extremely well received by the media who were actively engaged throughout the sessions. As a result, Mary Kay is being considered for inclusion in a number of upcoming print publications June/July issues including Marie Claire, Cosmo, Self, Beauty Inc., Ebony and O, the Oprah Magazine, to name a few.

Discover What You Love

Issue: Find a creative way to launch Mary Kay’s year-long branded campaign “Discover What You Love” while introducing new product offerings for summer 2014 to the most influential and prominent media in the beauty industry.

Idea: Coyne Beauty designed an intimate two-day editor experience where top-tier media were welcomed to discover the brand’s new theme and products by way of a journey through the mind of a woman, as she prepares for sunny beauty adventures.  Titled “Destination Discovery,” this intimate event hosted small groups of editors through a series of interactions, all seamlessly tied together by Mary Kay Glam Squad experts, featuring a fashion stylist with tips on multi-use fashion items to pack for vacation, an aesthetician discussing skincare on-the-go and celebrity makeup artists providing looks for a day on the beach or a night on the town.  The event culminated with an invitation for editors to share what they “loved” by autographing and doodling on an “art” panel that will be put to use at a variety of corporate Mary Kay events throughout the year ahead.

Impact: Mary Kay and Coyne welcomed more than 50 top-tier long- and short-lead beauty editors to “Destination Discovery,” including magazines, newspapers and .com’s.  The products were extremely well received by the media who were actively engaged throughout the sessions. As a result, Mary Kay is being considered for inclusion in a number of upcoming print publications June/July issues including Marie Claire, Cosmo, Self, Beauty Inc., Ebony and O, the Oprah Magazine, to name a few.

Mary Kay

Issue: Coyne PR was charged with launching new Mary Kay Lash Love Mascara simultaneously to consumers and short lead media. The launch would also need to reinforce Mary Kay’s position as a contemporary and aspirational beauty brand.  

Idea: The team decided on a multi-tactic launch in Miami during SWIM Fashion Week by hosting a Lash Love Bar at a Lifestyle Retreat Lounge at the chic Gansevoort Hotel on Collins Avenue, where celebrity makeup artist Ashunta Sheriff created customized looks highlighting the new Lash Love Mascara for celebrity, media and consumer guests. In addition, the team handpicked three top online editors and bloggers to be flown out by Mary Kay for a VIP experience and created a consumer experience with a high-profile sampling event on Miami’s bustling Lincoln Road where they distributed to share the Lash Love with women and distribute thousands of samples. 

Impact: Mary Kay’s “eye”mazing Lash Love Bar garnered more than 21 million media impressions and boasted hundreds of guests clamoring for a Lash Love look from celebrity makeup artist Ashunta including WWD, South Florida Style, Fashion News Live, WGSN and FOX HD, plus celebrities like singer Adrienne Bailon, Miami Housewife Cristina Rice and top fashion models Nina Agdal and Lauren Burns.

Smooth SWIMming for the Launch of Lash Love Mascara

Issue: Coyne PR was charged with launching new Mary Kay Lash Love Mascara simultaneously to consumers and short lead media. The launch would also need to reinforce Mary Kay’s position as a contemporary and aspirational beauty brand.  

Idea: The team decided on a multi-tactic launch in Miami during SWIM Fashion Week by hosting a Lash Love Bar at a Lifestyle Retreat Lounge at the chic Gansevoort Hotel on Collins Avenue, where celebrity makeup artist Ashunta Sheriff created customized looks highlighting the new Lash Love Mascara for celebrity, media and consumer guests. In addition, the team handpicked three top online editors and bloggers to be flown out by Mary Kay for a VIP experience and created a consumer experience with a high-profile sampling event on Miami’s bustling Lincoln Road where they distributed to share the Lash Love with women and distribute thousands of samples. 

Impact: Mary Kay’s “eye”mazing Lash Love Bar garnered more than 21 million media impressions and boasted hundreds of guests clamoring for a Lash Love look from celebrity makeup artist Ashunta including WWD, South Florida Style, Fashion News Live, WGSN and FOX HD, plus celebrities like singer Adrienne Bailon, Miami Housewife Cristina Rice and top fashion models Nina Agdal and Lauren Burns.

Curls

Issue: Coyne was charged with putting the “bounce” back into start-up organic hair care line CURLS Hair Care, most notably for their new product, Cashmere Curls. 

Idea: The team onboarded popular celebrity hair stylist and CURLS fan Tippi Shorter and created “Tippi’s Tips.” Personalized mailers to industry elite such as hair stylists and on-air beauty experts, "Tippi's Tips" was a syndicated Valentine’s Day beauty segment and an African American co-op SMT tour that served to get the word out via Internet, print and broadcast mediums about “embracing your natural curl!”

Impact: Media helped spread the word that CURLS was the answer to stressed tresses! From rave reviews on online editions of Essence, Seventeen and PeopleEnEspanol magazines, to giveaways on iVillage.com and BeautyBlitz.com, the CURLS brand became amongst the most coveted ethnic hair care brands.

Turning Up the Volume

Issue: Coyne was charged with putting the “bounce” back into start-up organic hair care line CURLS Hair Care, most notably for their new product, Cashmere Curls. 

Idea: The team onboarded popular celebrity hair stylist and CURLS fan Tippi Shorter and created “Tippi’s Tips.” Personalized mailers to industry elite such as hair stylists and on-air beauty experts, "Tippi's Tips" was a syndicated Valentine’s Day beauty segment and an African American co-op SMT tour that served to get the word out via Internet, print and broadcast mediums about “embracing your natural curl!”

Impact: Media helped spread the word that CURLS was the answer to stressed tresses! From rave reviews on online editions of Essence, Seventeen and PeopleEnEspanol magazines, to giveaways on iVillage.com and BeautyBlitz.com, the CURLS brand became amongst the most coveted ethnic hair care brands.

Origins

Issue: Coyne PR was challenged to create a newsworthy event during Labor Day Weekend that media would go “ga ga” for and increase overall awareness surrounding the pre-established Origins Baby Massage product line.
 
Idea:
Coyne PR gave birth to the “Labor of Love” campaign as a way to celebrate moms over Labor Day weekend. The team executed a newborn event at the Origins flagship retail store, providing Origin’s product and VIP treatment to women who had given birth that weekend. Origins utilized a licensed baby massage therapist to deliver baby massage tips to media, while organically weaving in product messaging.
 
Impact:
The campaign yielded significant exposure in local-market media, as well as national parenting magazines. A variety of local and national broadcast outlets featured segments on the “Labor of Love” Campaign, including Live with Regis and Kelly and Channel 11 News.

Opening a Flagship Store

Issue: Coyne PR was challenged to create a newsworthy event during Labor Day Weekend that media would go “ga ga” for and increase overall awareness surrounding the pre-established Origins Baby Massage product line.
 
Idea:
Coyne PR gave birth to the “Labor of Love” campaign as a way to celebrate moms over Labor Day weekend. The team executed a newborn event at the Origins flagship retail store, providing Origin’s product and VIP treatment to women who had given birth that weekend. Origins utilized a licensed baby massage therapist to deliver baby massage tips to media, while organically weaving in product messaging.
 
Impact:
The campaign yielded significant exposure in local-market media, as well as national parenting magazines. A variety of local and national broadcast outlets featured segments on the “Labor of Love” Campaign, including Live with Regis and Kelly and Channel 11 News.

Matrix

Issue: With fierce competition in the salon space, L’oreal’s Matrix sought greater awareness and a stronger brand affinity. With the goal of increasing consumer traffic to salons and purchase intent, Coyne was tapped to create both brand building campaigns and strategic initiatives to launch new product innovations.

Idea: Coyne developed a “hair-raising” philanthropic campaign called “The Matrix Search for Rapunzel” to capitalize on the brand’s relationship with Locks of Love, which provided hairpieces to children.  The contest searched for “the longest locks and biggest heart” to find consumers to donate their tresses to a good cause.  Coyne elevated awareness of Matrix as a company with a conscience and significantly raised hair donations to Locks of Love. To launch new products in the Matrix portfolio, Coyne harnessed the retro trend of “big hair” by leveraging a targeted brand sponsorship of the Tony Awards after-party for the Broadway hit show “Hairspray.” Editorial guests rubbed elbows with the show’s celebrated stars, learned about brand offerings through expert appointments, experience the products firsthand with hair touch ups and enjoyed a branded step and repeat where all event attendees could showcase their big hair!

Impact: “The Matrix Search for Rapunzel” campaign generated widespread brand awareness and increased foot traffic to salons and media attention in outlets that transcended the beauty space.  With nearly 1,000 hair donations at Matrix salons and more than 100 million impressions in beauty, health and lifestyle outlets, the event culminated with live donation haircuts on “The Today Show” and “Oprah.”  Product launch outreach resulted in coverage in top consumer beauty publications including Allure, Elle, Glamour, Good Housekeeping and InStyle. 

Big Trix

Issue: With fierce competition in the salon space, L’oreal’s Matrix sought greater awareness and a stronger brand affinity. With the goal of increasing consumer traffic to salons and purchase intent, Coyne was tapped to create both brand building campaigns and strategic initiatives to launch new product innovations.

Idea: Coyne developed a “hair-raising” philanthropic campaign called “The Matrix Search for Rapunzel” to capitalize on the brand’s relationship with Locks of Love, which provided hairpieces to children.  The contest searched for “the longest locks and biggest heart” to find consumers to donate their tresses to a good cause.  Coyne elevated awareness of Matrix as a company with a conscience and significantly raised hair donations to Locks of Love. To launch new products in the Matrix portfolio, Coyne harnessed the retro trend of “big hair” by leveraging a targeted brand sponsorship of the Tony Awards after-party for the Broadway hit show “Hairspray.” Editorial guests rubbed elbows with the show’s celebrated stars, learned about brand offerings through expert appointments, experience the products firsthand with hair touch ups and enjoyed a branded step and repeat where all event attendees could showcase their big hair!

Impact: “The Matrix Search for Rapunzel” campaign generated widespread brand awareness and increased foot traffic to salons and media attention in outlets that transcended the beauty space.  With nearly 1,000 hair donations at Matrix salons and more than 100 million impressions in beauty, health and lifestyle outlets, the event culminated with live donation haircuts on “The Today Show” and “Oprah.”  Product launch outreach resulted in coverage in top consumer beauty publications including Allure, Elle, Glamour, Good Housekeeping and InStyle. 


client experience
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  • Origins
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