New York Color

NYC is a budget USA makeup brand available in Superdrug

The ‘Dare to Compare’ PR media strategy was to echo the US direct comparison advertising campaign

We held Journalist briefings and desk dropped  ‘premium versus NYC beauty kits’

A Viral email competition direct to consumers was created and issued via the Superdrug customer database

We averaged 6-10 pieces of national coverage per week throughout the campaign and won Grazia and Woman’s Own beauty awards

The viral email competition resulted in a 20,000+ email datacapture which was then used as an e-news campaign promoting  NYC offers and instore promotions direct to the consumer

With no additional advertising support, over 2 years NYC rose up the ranks to become the number 2 makeup brand in Superdrug