Brief To launch an environmentally friendly and totally chemical-free brand of child and baby care products into the UK market
Strategy Jori White PR launched the range to media across the board, highlighting that all the products were SLS, SLES and paraben free using plant-based natural alternatives. The agency helped to set up test groups to showcase the effectiveness of the products and arranged roadshows to bring samples to parents throughout the UK. An interview schedule for company founder Leila Wilcox was implemented. The agency also negotiated for Halos ‘n’ Horns to be one of the new businesses to take part in the Channel 4 documentary series Make Me a Million; the product ultimately emerged victorious
Results The extensive PR campaign that was created around the programme and the win helped to secure the biggest ever distribution deal in UK history for an independently owned beauty product range. Halos ‘n’ Horns broke even in its first month and achieved an annual turnover of £9.7 million for the first year. The product range is now stocked in Waitrose, Sainsbury’s, Tesco, Morrisons, Asda and independent retailers
