Launch of Melyon (SE)

Melyon is a Swedish start-up skincare brand founded by model and author Roger Dupé. After over a decade in the modeling industry, Dupé noticed a gap in the market for skincare developed for a wider variety of skin tones. He therefore decided to create the concept for Melyon - inclusive skincare explained as ”the meeting between the occident and the African roots”.

The brand values quality over quantity with strong focus on sustainability whilst offering premium skincare at an accessible price point. The product range is 100% vegan, recyclable, organic, cruelty-free and paraben free – combining a skin-friendly approach with love for both consumers, animals and the environment.

Melyon launched during the fall of 2020 and reached out to VASS for support in building brand awareness and communicating the brand story through print and online media outlets. The aim was to introduce the brand and the products to relevant media utilising founder Roger Dupé as a spokesperson to secure qualitative coverage.

The work included proactive press work and pitching, product placement and one-on-one meetings with prioritised Editors. The launch generated a total of 44 pieces of coverage showcasing the product range as well as in-depth interviews with Roger Dupé in media titles such as Styleby, ELLE, Dagens Industri, Aftonbladet, Damernas värld, Plaza kvinna, Café and ICON with a total PR value of over 5 MSEK.