Client:
KAYALI
Industry:
BEAUTY – FRAGRANCE
Services:
PR + INFLUENCER + CREATIVE
THE BRIEF:
As part of our year of driving awareness for Kayali, every new product launch is a chance to connect with one of beauty’s most devoted fanbases. For the Vacay in a Bottle collection, we drove awareness, EMV, and media impressions through immersive storytelling and high-impact relationships with top editors and influencers.
OUTCOME:
From events to digital storytelling, our team brought the full Kayali campaign to life, driving conversation and delivering standout results: 3x EMV versus spend, 120M+ media impressions, 30% higher attendance, and 125% more content than typical activations.
KEY CHALLENGES:
Despite cultivating one of beauty’s most passionate communities, the brand was still up against the relentless noise of a crowded fragrance market. The challenge was to create moments that stood out and felt exciting enough for top editors and creators to prioritize, while preserving the warmth and storytelling that make the Kayali community feel personal.
PROCESS:
We started with people and relationships. High-impact creators and editors were personally invited and nurtured to build excitement and strong attendance. This approach shaped the story, creative, and experience with earned impact in mind.
solution:
The experience was grounded in actual clinical treatments and real access to Dr. Obagi. That combination of authority and intimacy gave guests a meaningful experience, and the content reflected it. Base Beauty brought together the clinical setting and the right talent to create a moment built for both credibility and amplification. When the content is real, it resonates, and in turn travels further.
outcome:
The program generated over 2x EMV relative to activation spend. Beyond the numbers, the event repositioned ZO Skin Health as both clinically authoritative and culturally relevant, which is a harder thing to achieve than most brands realize. Concurrent partnerships with celebrity makeup artists during the SAG and Academy Awards extended the impact further, adding a layer of cultural timing that amplified the program well beyond the event itself.