How KAYALI, a Leading Sephora Brand, Became a Cultural Force Through PR, Influencer & Event Marketing
Client:
KAYALI
Industry:
BEAUTY
Services:
INFLUENCER + PR + CREATIVE
THE BRIEF:
KAYALI partnered with Base Beauty to build a sustained earned media, influencer, and experiential strategy capable of keeping the brand at the center of the fragrance conversation year-round. The objective was not simply to support product launches, but to create ongoing cultural relevance through an integrated approach that connected editorial storytelling, creator partnerships, and immersive brand experiences.
OUTCOME:
Over the course of the engagement, KAYALI generated more than $100M in earned media value and surpassed $9M in media impact value, exceeding client goals. Individual activations consistently delivered between 3x and 7x EMV relative to program investment, while 92% of coverage directly promoted product links. The momentum contributed to KAYALI being recognized as WWD Breakthrough Brand of the Year and established the brand as one of the most visible and culturally relevant names in fragrance.
KEY CHALLENGES:
Fragrance is one of the most competitive categories in beauty, where brands must continuously fight for attention across launches, trends, and cultural moments. While generating awareness around a single launch is achievable, maintaining relevance over an entire year requires a fundamentally different approach. KAYALI needed a strategy that could create both consistency and momentum while preserving the founder-led voice that made the brand distinctive.
PROCESS:
Base Beauty developed a year-long communications strategy rooted in cultural relevance, relationship building, and strategic timing. Editorial opportunities, seasonal narratives, product launches, and experiential activations were mapped into a cohesive communications calendar designed to create continuous visibility. Press, influencer marketing, and events were intentionally integrated so that every activation generated multiple forms of content, coverage, and conversation simultaneously.
solution:
We built a communications flywheel that connected editorial authority, creator advocacy, and experiential storytelling. Top-tier media placements established credibility and reach, while creators translated those stories into consumer conversations and engagement. Founder narratives, product launches, trend moments, and brand experiences were strategically aligned to reinforce one another, allowing each activation to build on previous successes. Rather than treating media, influencers, and events as separate tactics, Base Beauty transformed them into a connected ecosystem that continually fueled awareness, engagement, and brand growth.