RAS LUXURY OILS
Building a presence | Strategic Press Outreach
RAS Luxury Oils was founded in 2016 with the philosophy of producing ‘Farm to Bottle’luxury skincare and well-ness venture in India. When the brand approached us in 2017, they had very less idea on how PR works, their only expectation was to create brand awareness. They also wanted to highlight the unique concept of ‘farm to face’ venture in India.
So we accepted the challenge and took the brand on board.
We came up with a long-term strategic plan and figure the creative areas from where we could gain the demand and loyalty to the brand. We knew we had to look at new ways in which we could raise RAS’s profile and increase the exposure of the brand’s product range. They were largely covered by press and various beauty writers!
With thousands of brands competing for the same press space, we knew we needed to be clever and ahead in the race. Over the first few months, we strategically gifted a small number of editors.
We sent our products to relevant celebrities on regular basis. The brand regularly brings out new products, which means the celebs every time gets to try new products.
Regular profiling opportunity and press outreach quickly resulted in a constant flow of media coverage and a loyal editor following. It didn’t take long until the brand was featured in nearly all mainstream print and digital publications
The biggest thing what we did, we collaborated with a Dhoom Dhaam Weddings on a barter deal. The responses were overwhelming and the breakthrough moment came when Karan Johar & Neetu Kapoor [Ranbir Kapoor’s Mom] personally liked it and called for more products – this was the biggest achieved for the brand.
We created loyalty among the press, celebrities and influencers. We worked with RAS luxury oils to come up with the best possible way to get the influencer engaged with the product.