case study

From Indie Upstart to Award-Winning National Brand

Urban Skin Rx Case Study

Overview

Urban Skin Rx, a clinical skincare line created by a licensed medical aesthetician to address the unmet needs of melanin-rich skin, engaged First and Last PR in October 2016 to build national credibility after a prior PR partner failed to produce meaningful results.

First and Last PR took the brand from no retail distribution and zero national editor awareness to a nationally recognized, award-winning line carried at Target, Ulta Beauty and CVS, generating over 1.15 billion media impressions along the way.

Practice Areas

  • Media relations and press outreach
  • Celebrity and talent partnerships
  • Brand partnership negotiation
  • Retail launch event strategy
  • Founder and executive positioning
  • Awards strategy and submissions
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Founder Named One of Top 50 Brand Founders by WWD
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Total Media Impressions
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Social Shares

As Seen In

ESSENCE
WWD
Allure
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Our Approach

First and Last PR built a multi-tiered strategy pairing celebrity partnerships with targeted community outreach and national retail launch events to take Urban Skin Rx from regional indie brand to household name.

  • Secured celebrity partnerships with Eva Marcille and Remy Ma, plus organic mentions from Taraji P. Henson
  • Negotiated a brand partnership with EcoTools positioning Founder Rachel Roff as a skincare expert for press interviews and in-person editor events
  • Secured multiple features in WWD and a speaking placement at WWD Beauty Vest
  • Produced high-profile retail launch events in New York and Los Angeles, backed by a WWD exclusive and PR Newswire campaign, to amplify the brand's expansion into Target, CVS and Ulta Beauty
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"Stephanie's strong press relationships and editorial background were the primary reasons I selected her agency, and they were instrumental to our success. Having worked with more than six PR firms, I can confidently state that she was the most effective. During our partnership our brand grew by 400% and I couldn't have accomplished that without her. Her belief in our brand was reflected in her strategic approach to scaling our press coverage, and her dedication was evident in her hands-on management of events, sampling, and strategic partnerships."
Rachel Roff · Founder, Urban Skin Rx