Apr 18, 2011

ROAD wins competitive skincare pitch!


ROAD has won a brief to provide PR support for problem skin brand, Salcura. ROAD will be starting work over the coming weeks after beating two other agencies to the post.

The all natural range of problem skin solutions has recently won increased distribution in Boots, high street pharmacies and retailers nationwide.

Recent research shows that the key trend set to shape the skincare and beauty market in 2011 is 'Down to Earth' with consumers increasingly looking for natural ingredients and 'free-from' formulas. According to market forecast group, Mintel, paraben-free claims actually outpaced organic and all-natural claims in new skincare, hair care and cosmetics launches in 2010*.

ROAD has created a no-nasties positioning for Salcura, and has identified a clear word of mouth strategy for the brand. "ROAD will be running a social media and blogging programme focused on early adopters and recruiting them in to a trial, tell and reward community" says ROAD's Managing Director, Paul Jarman.

"We were very impressed by ROAD's focused insight and research into the brand and our target market," says Marketing Director Paul Davis. "Their PR strategy combined the perfect mix of both traditional and new media tactics."

ROAD featured in this weeks PR Week magazine and on the website with the Salcura win!

Apr 18, 2011