Multivitamin Media has landed its first big win in the beauty business: Ours by Cheryl Hickey, a natural skincare and hair care line developed by the ET Canada host.
The Toronto boutique agency, which launched earlier this year, will handle public relations and in-store marketing for the Rexall-exclusive brand.
“We want to [communicate] that there’s a new, all-natural line, that it’s good for the entire family and really showcase Cheryl as a homegrown Canadian personality sharing what products she uses on her family,” said Kelsey Cole, co-founder and president of Multivitamin Media.
Multivitamin Media is rolling out an in-store marketing program with Rexall that will include training beauty advisors and hiring in-store brand ambassadors to educate consumers about the products. The agency is also handling social media and developing a content marketing program for Ours.
Cole, a former public relations associate at Revlon Canada, said Multivitamin Media is focused on heightening the standard of PR in the beauty industry. “There’s not a really high standard for beauty [PR]—it’s mostly coming from the client side,” she said.
With the addition of educational and experiential marketing services, Cole said, “We’ll be focusing our efforts on highly targeted, fully comprehensive strategies that hit everywhere the big beauty brands want to be.”
