The brief

Launch Glo & Ray in the UK and elevate its position in the market through an 18 month programme. The key being to highlight Glo & Ray’s ability to harness each woman's natural radiance through its elegant, glamorous and unique range, designed to illuminate individual beauty.

The solution

Taking an online beauty brand offline to build a community of loyal followers to trial, fall in love with, and ultimately recommend Glo & Ray to their own followers. We did this by concentrating on ‘individual beauty’ and working with the community to handpick the products most suited to them – letting them experiment and giving them preview access to new products ahead of their official online launch.

A mix of PR, experiential and social media tactics were used to establish the brand, including an interactive blogger event, development of a launch video for hero range La Amo lipstick, creative mailers and strategic product placement / sampling.

Leveraging our relationships with top-tier influencers, celebrities and influential make-up artists, our creative social media content and strength in media coverage, we successfully brought Glo & Ray to the forefront of the affordable beauty scene.

The results

Within the first 6 months, we achieved a 215% increase on our editorial KPIs (achieving 63 pieces, excluding social media), and increased following on all social accounts – Facebook, Twitter and Instragram – by 10%, attracting an army of influential followers. These included beauty media, bloggers, make-up artists and celebrities like Rosie Fortescue who featured the products in her regular Evening Standard column during London Fashion Week.

Over the course of the 18 month campaign, we achieved 165+ pieces of editorial with over 414M impressions, and increased social media following by 3,000 followers across Glo & Ray Facebook, Twitter and Instagram.

The campaign laid the foundations for a bricks and mortar offering starting with TopShop’s flagship store (Oxford Street, London).

"FOCUS delivered amazing press coverage for Glo&Ray Cosmetics grabbing attention of beauty bloggers & launching the brand. They put the spotlight on Glo&Ray bringing the brand into prime time, winning awards and acclaim from beauty bloggers."