Challenge & Solution

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.

Brazen spotted an eye-catching before-and-after photo posted online by redditor EllieDaisyLouise of her luscious lashes following use of wilko’s mascara – the visually striking shot of her 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, 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.


Results & ROI

  • Blanket national coverage including Daily Mail Online, The Metro, The Sun and a mass of consumer magazine coverage including Glamour, Cosmopolitan and Hello! reaching 361m consumers
  • Sales of Essence Lash Princess Volume Mascara up 288% wow and 708% yoy and sales of Essence False Lash Effect Mascara Princess up 300% wow and 723% yoy