Le Mini Macaron has selected 1Milk2Sugars as its public relations agency of record in Canada to support its upcoming Canadian launch.
Launching in November at all Hudson’s Bay stores and on its website, Le Mini Macaron is a do-it-yourself gel manicure kit with an LED lamp that’s shaped like a French macaron, USB cord and charger.
1Milk2Sugars will manage media relations to introduce the brand to beauty and lifestyle media and host media previews in Montreal and Toronto.
Le Mini Macaron will also target the travel market and aims to get into gift guides, says Christina Kao, founder of Le Mini Macaron and managing partner of Camelia Beauty, in Shanghai, China. There will also be Instagram and Pinterest promotions.
“We want to make a big PR buzz in Canada,” she says.
Kao heard of 1Milk2Sugars through a friend of a friend and “they just felt like the right fit.” The agency has several beauty brands as clients and an employee profile that fits Le Mini Macaron’s targeted customers, namely 25-30-year-old women seeking affordable luxury, beauty junkies, at-home moms and busy travellers, she says.
Le Mini Macaron is sold primarily through its ecommerce business in the U.S. and by retailers such as Sephora in France, China and the Middle East.
Gel manicures can be done in salons, but are expensive or by using professional kits that are also costly and complicated, Kao says.
“The consumer today is looking for affordable beauty solutions,” she says.
Le Mini Macaron’s main kit will sell for $45 in Canada and involves a one-step process with an easy-to-apply gel. A manicure can be completed in 15 minutes.
The macaron-shaped LED lamp, which is needed to dry the gel polish, can travel anywhere, Kao says.
“As part of our advertising we always say ‘DIY when you want, where you want.’”
