Execution: To launch Dr.Hauschka’s new Melissa Day Cream, bare.pr sent out a mysterious invitation to selected beauty media asking ‘Who is Melissa?’ After receiving RSVP”S guests were advised the top secret location for the event bin central Auckland. On arrival at this location guests were greeted and lead through a hidden door to find out the answer they’d all been waiting for. After a small presentation by the Dr.Hauschka team and over a luxury breakfast, editors were able to join in an open discussion and ask any questions they had about the new product.
Media received: $35 000 (in first 3 months)
Within the first few months after the launch, placements for Dr.Hauschka’s new Melissa Day Cream were found in Pharmacy Today, Next, Good Health and Mindfood to name a few. Coverage on popular blogs and websites was also quickly gained including Gloss, Beauty Bible and Thread.
