the project.
Q Communications worked with the Heritage Store head office team in the US, as well as the European team to launch the cult skincare brand, known for its soul-to-skin beauty, into the UK market. The launch generated blanket coverage across women’s and men’s lifestyle media, teen publications, as well as specialist beauty titles. After working with Heritage Store for several months, to celebrate the brand’s Superdrug listing, and range of new products, including clay mask, moisturiser, cleanser - Q hosted a dedicated press briefing and lunch at Sommerset House in London for key beauty media to visit and experience the brand first-hand. The team from the US flew in from New York and The Netherlands especially for the event so that one to one interviews with the media could be set up during the event. Buyers from Superdrug were also in attendance to answer any questions about their partnership with Heritage Store.
The Q Communications team coordinated the full event production start to finish, from the venue dressing which included a floor to ceiling flower wall, complete with neon Heritage Store sign and a product display which communicated Heritage Store’s clean and natural ingredients, to the menu design, table decorations, seating plan and the video presentation.
With 30 attendees secured and in attendance, including key beauty editors from Grazia, Elle, Woman & Home, Good Housekeeping, Prima, Red, Cosmopolitan, Stylist and The Sun, the event resulted in excellent feedback from the media and strong product coverage which showcased Heritage Store’s key messages of being vegan, cruelty free, soothing and healing. Each piece of coverage had a clear call to action and included the retailer website, driving readers to purchase. As a direct result of the event and the coverage achieved, Heritage Store saw a steady increase in sales and brand awareness increased significantly.