case study
Helping a Leading Luxury Men’s Skincare Brand Rediscover Itself Through Proven Products
Overview
First and Last PR was called in to consult on and execute LAB SERIES' global relaunch, developing a media kit used worldwide and launching the campaign with U.S. press to reintroduce the brand through new technology, packaging and a set of global ambassadors as multifaceted as the products themselves.
The primary challenge was reintroducing LAB SERIES to the contemporary men's grooming market during the global COVID-19 pandemic. Since its inception in 1987, LAB SERIES has created high-performance solutions with technology and active ingredients built to work with men's skin.
As Seen In
Our Approach
First and Last PR's approach was built on in-depth research into men's grooming habits and an exploration of branding strategies, studying how grooming trends shifted during the pandemic and the widespread post-pandemic desire for self-discovery that LAB SERIES was ready to answer.
- Built a precise, versatile media kit, initially designed for North American markets and refined for a global audience including the Asian market
- Conducted dynamic Q&A interviews with brand ambassadors to unearth compelling narratives for editors across multiple story angles
- Focused highly targeted editorial outreach on the "Invent Yourself" campaign, positioning LAB SERIES for exclusive story angles with select press first
- Planned an interactive editor launch event to debut the ambassador campaign photos alongside the product news
- Distributed specially curated, eco-friendly branded product packages to editors, influencers and experts, sent only with consent as offices began reopening to hybrid schedules
