Situation

A Dermatologist- developed skin care line created by Heather Woolery-Lloyd, M.D targeting multi-hued skin, Miami-based Specific Beauty needed to raise its brand profile, quickly. After being disappointed by a lack of results from their big NYC agency followed by a period of zero communication with the press, Specific Beauty sought out Robin’s personal touch and media relationships to revive the skincare line and once again garner attention for the results-driving collection, as well as increase Dr. Woolery-Lloyd’s profile.

Strategy

Leverage a reformulated new product to reintroduce brand and existing line to beauty and lifestyle publications. Effectively position and raise profile of Dr. Woolery-Lloyd across traditional, digital and broadcast media.

RESULTS

Successful product placement and stories in publications like Marie Claire, Lucky, People Stylewatch, People, Essence, Ebony, Latina, Cosmopolitan en Español and Ladies Home Journal.

ADDITIONAL HIGHLIGHTS

• In-person meetings with beauty editors from 10 top publications resulted in nearly 100% brand coverage
• Secured features with Dr. Heather Woolery-Lloyd, including a full-page “Women in Business” profile in Ocean Drive and Dr. Oz The Good Life story
• Secured brand collaboration with beauty box subscription service
• Made brand introduction to high-profile online beauty retailer that resulted in Specific Beauty collection being sold on their site.

As the owner of a skincare company, I have worked with several PR agencies.  Robin Diamond was by far the best publicist I have ever worked with. Robin is dependable, organized, and most importantly delivered results.  She consistently secured high quality and impactful media placements for our company. Robin is enthusiastic, friendly and was able to seamlessly integrate into our team.  She was an absolute pleasure to work with. Her work ethic and results consistently exceed expectations.

Dr. Heather Woolery-Lloyd

Co-Founder, Specific Beauty