Toronto-based lip gloss company Balmshell expects its name—and product—to be on the lips of Hollywood celebrities after it was included in the $42,000 swag bag given to presenters, nominees and media at Sunday’s Grammy Awards in Los Angeles.
The gift bag strategy is part of an ongoing public relations campaign for Balmshell, which was founded last September by 29-year-old twins Fiona and Jennifer Lees.
“I think it’s a great introduction to the U.S. market,” says Fiona Lees. “Influencers are a huge thing when it comes to new products.”
While the Lees sisters have not yet heard any direct feedback from Hollywood, they point to the media coverage generated by their inclusion in the gift bag as a sign of PR’s marketing value.
“Global Television did a segment on us for the news and had a promo for it on almost every commercial break (during its Grammy broadcast), and we were on the cover of the Globe and Mail’s Report on Business section Friday,” says Jennifer Lees. “The media coverage alone has been unbelievably valuable.”
Balmshell lip gloss will also be part of the gift bag sent to the homes of losing nominees after the upcoming Academy Awards for film. According to the Globe and Mail, the company paid $6,000 to be included in the Grammy bags and $5,000 for the Academy Awards bag.
The gift bags are a key component of Balmshell’s o
Fiona Lees says the PR push has focused on getting coverage for Balmshell in beauty magazines.
“We’re focused on getting our brand to key influencers,” she says. “When a beauty editor says this is a product you must have, it’s great for our business. Our customers trust the beauty editors and if they’re on our side it drives our sales more than just having an ad in the magazine.”
According to the Lees sisters, Balmshell will continue its PR-based strategy and expects to add more events, particularly those benefitting charities, to its marketing mix.
