Collection Cosmetics is a long-standing beauty brand in the UK, with a cult following. However, the brand wanted to attract a younger Gen-Z audience following a change in strategic direction.

One of the brand’s key objectives was to change the media’s perceptions of the brand, highlighting the extensive product range which is led by trends and insights. A number of key media still only knew the brand for its iconic concealer.

Havas Red developed and implemented a media engagement strategy that aimed to not only get product into the hands of media, but also change their perceptions and increase knowledge and awareness of the brand.

Target media was categorised into three pillars, Grow, Win and Protect, with the aim to get more journalists writing about the brand and its extensive range and new products.

Once media were established in these categories, each week a different journalist would be gifted a Collection mailer.

Over the year, the media pillars were reviewed to ensure the Havas Red team continued to develop and protect relationships with key media.