Premium skin care company SkinCeuticals has tapped Toronto’s MacKay & Co. to oversee public relations for its Canadian launch. MacKay & Co. was selected following an informal review involving agencies in Toronto and Montreal.
MacKay has an extensive history working with clients in the beauty category. It was formerly the PR agency of record for Kiehl’s, a skin-care brand owned by cosmetics giant L’Oréal—which also acquired SkinCeuticals in 2005.
“We were recommended internally, which I think helps very much in a company like L’Oréal,” said MacKay & Co. founder John MacKay.
A so-called “cosmeceutical” product, SkinCeuticals will be sold through dermatologists, high-end spas and plastic surgeons. The product has a devout following, said MacKay. “It has a huge cool factor. I would say it almost has a cult following.”
MacKay said that in addition to media outreach and events, the agency plans to introduce the SkinCeuticals product to about 20 key influencers like talk show hosts and social columnists. The agency also plans to develop a social media platform, he said.
