LAUNCH OF BEAUTY DISRUPTED

In 2021, VASS received the request to launch a new beauty brand on the Swedish market – Beauty Disrupted. Beauty Disrupted is a premium and sustainable brand that offers conscious beauty for all genders, designed in Stockholm and carefully crafted in the South of France. The brand offers a wide range of premium beauty products - from haircare to bodywash and shaving - all in solid bar format. VASS's mission for Beauty Disrupted was to create and execute PR and influencer activities to establish the brand’s core values and increase brand awareness.

By a carefully composed strategy with focus on key messages when targeting both press and influencers, VASS was able to communicate Beauty Disrupted as a sustainable and premium brand - both in terms of high-quality products and the company's vision and values of disrupting an industry that relies too heavily on plastic. VASS worked to increase brand awareness amongst the brand's target group as well as to create visibility in the market both on- and offline. The work included proactive and reactive press work and pitching, product placement and interview meetings with prioritized editors as well as influencer marketing.

Beauty Disrupted was included in a total of 66 pieces of coverage showcasing both products and the brand in depth as well as interviews with founders in media titles such as Vogue Scandinavia, Scandinavian Mind, ICON, ELLE, Damernas Värld, Daisy Beauty, Daisy Beauty Professional, Plaza Kvinna and Plaza Interiör.