Execution: To launch Inika Mineral Cosmetics into New Zealand, bare.pr invited selected New Zealand beauty media to a ‘girls only’ tea party. Guests were invited in small groups to an intimate, classical lounge setting where they were able to meet the founder of Inika in person and hear first-hand her inspiration for the brand and information about the range. Over a classy selection of high-tea treats, the media were able chat with Inika’s founder and enquire about anything they liked. The complete Inika Mineral Make-Up range was accessible for the media and they were able to try the new range, with first-hand advice and tips available from the Inika team.
Media received: $55 000 (in first 3 months)
Within the first few months after the launch, placements for Inika Mineral Cosmetics were found in Fashion Quarterly, Woman’s Day, Cleo, Girlfriend to name a few. Coverage on popular blogs and websites was also quickly gained, as well as product exposure on TV1’s Good Morning show.
