Men’s grooming and skincare brand Anthony Brands has selected NKPR as its Canadian public relations agency of record.
NKPR secured the Anthony Brands business a few weeks ago, after receiving a call last December from its PR firm in the U.K. and meeting several weeks later with Anthony Brands’ New York-based founder and CEO Anthony Sosnick.
The agency is Anthony Brands’ first PR firm in Canada. Launched in 2000, Anthony Brands is sold in Canada at high-end retailers such as Nordstrom and Sephora.
“With Nordstrom coming into Canada and Sephora expanding as well there’s opportunity for the brand to expand with them,” says NKPR president Natasha Koifman.
“They’ve done a very good job in the U.S. of really educating consumers on the brand and increasing awareness of the brand, and they felt there’s an opportunity for PR to do the same in Canada.”
The strategy is to connect Sosnick with consumers. “We’re doing a lot of appearances,” including a recent event at Nordstrom in Vancouver and an upcoming event in Toronto.
NKPR will develop public, media and influencer relations, strategic partnerships and events for the company.
“It’s really about fostering brand ambassador relationships with key influencers. These products are beloved by the people that use them and we really want to nurture and foster those relationships with people.”
The Anthony Brands portfolio includes Anthony, Shaveworks, Action Solutions for Men and Grandma Stelle’s.
The brand currently donates a portion of proceeds in the U.S. to prostate cancer research and is looking to develop a similar program in Canada.
Universal Music dance-pop artist and two-time Juno nominee Mia Martina has also selected NKPR as her PR and branding agency of record.
NKPR will work with her on brand development including public appearances, media relations, image development and social media counsel.
“She’s such a talent, but at the same time she has this tremendous heart and she wants to do good things for the world. That’s right up our alley. I’m excited to dig deep and really develop her brand,” Koifman says.
NKPR has 27 employees in Toronto and three in New York.
