Make it happen High-street and online retailer, wilko, challenged Brazen to raise awareness of its Essence make-up range and position it as a credible health and beauty retailer.

What we did Brazen spotted an eye-catching before-and-after photo posted online by redditor EllieDaisyLouise of her luscious lashes following use of wilko’s mascara. Understanding the power of advocacy, the team seized an opportunity to fan the flames of a trusted influencer.

The visually striking shot of EllieDaisyLouise’s super volumised lashes encapsulated in one image everything wilko wanted to say about the product and its benefits – when it comes to make up, a picture really is worth a thousand words!

Quick off the mark, the team reactively issued a bespoke ‘Best Kept Beauty Secret’ mailer to key beauty editors across national and consumer media and top beauty influencers.

The mailer included a detailed media pack, with images, including redditor EllieDaisyLouise’s original shot, a press release highlighting the key USPs and a sample of the product – challenging journalists to put the so-called “magic” mascara to the test against more expensive, leading brands.

And that’s when we broke the internet!

Influential beauty editors couldn’t wait to review it, describing it as “the best budget mascara ever” and “even better than high end’.

And as the coverage rolled in, wilko couldn’t stock the store and online shelves quick enough with the mascara selling out like hot cakes, three times over!

The beauty and power of PR.


Screen time Blanket national coverage including Daily Mail Online, The Metro, The Sun and a mass of consumer magazine coverage including Glamour, Cosmopolitan and Hello! 25 hits in total. With a PR reach of 361,064,143 and Cost per eyeball £0.000004

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