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MZ Skin – A luxury skincare gamechanger Capsule Comms worked with Dr Maryam Zamani and MZ Skin in
MZ Skin – A luxury skincare gamechanger
Capsule Comms worked with Dr Maryam Zamani and MZ Skin in 2019. Key communications objectives included profiling brand founder Maryam and increasing MZ Skin brand visibility, whilst impacting a rapid sales increase through high traction platforms, VIP product placement and disruptive influencer partnerships to drive brand trial.
Capsule Comms delivered on all key objectives by driving a fully integrated communications campaign to increase press engagement with MZ Skin. Carefully selected press were offered one-to-one appointments with Maryam at her Sloane Street Clinic for the latest aesthetic procedure: injectables, a peel, laser treatment or simply an advisory consultation.
These appointments enhanced relationships with key beauty editors and raised Maryam’s professional profile within the industry as the editor’s go-to aesthetic doctor. Through this strategy Capsule Comms secured both column inches for MZ Skin’s NPD, but also profile pieces for Dr Zamani in The Evening Standard and The Sunday Telegraph’s, Stella Magazine.
Capsule’s approach to VIP product placement and influencer partnerships was selective in its reach to ensure the brand exclusivity of MZ skin was retained. Product samples were limited to ensure buzz and desire were driven for each launch with even beauty editors clamouring to get their hands on a sample of the latest new product or device.
The LED Face Mask was the ultimate beauty tool every editor wanted to trial with a waiting list which built over a 3-month period and a high-profile feature secured on This Morning.
Partnerships with leading industry names including makeup artist Lisa Eldridge were negotiated with other leading industry names gifted product: Mary Greenwell and facialist, Michaela Bolder adding further buzz around the brand.
An interview with Victoria Beckham on Lisa Eldridge’s YouTube Channel talking solely MZ Skin served to increase demand for the brand whilst editorial product placements and interviews with Maryam were secured in Vogue, Harper’s Bazaar, Grazia, The Observer, Stella and the Financial Times’ How to Spend It.
Capsule Comms successfully delivered a commercially driven PR campaign for MZ skin and ensured Dr Maryam Zamani’s profile increased significantly whilst within the Capsule portfolio.
Ali Taylor, Corporate Comms Consultant