This new philosophy led to the development of some of the most widely recognised skincare products and solutions recommended by doctors and aesthetic professionals worldwide – ZO Skin Health. Dr. Obagi, has redefined the concept of skin health to include comprehensive solutions that bridge the gap between therapeutics and maintaining truly healthy skin.
The key challenge for ZO Skin Health in the UK was to communicate the science behind the skincare without overcomplicating the message for the end consumer. The brand’s objective was to grow press coverage beyond product placement, generating wider brand features and growing their expert pool to deliver expanded content and visibility for the brand.
Having identified a disconnect between ZO Skin Health, the press and end consumer, our primary strategy was to establish a clear, concise brand message communicating the background, science and results-driven nature of the products. To support our press communication, a key objective was to establish a network of key UK experts within the aesthetic market from Doctors to Facialists, giving the brand a relatable voice and credible endorsement to strengthen our media pitches. Our goal was to convert key journalists and influencers to using ZO in their daily regimes, thus leaving the brand at the forefront of their minds. In addition to this, we used Dr. Zein Obagi and the core ZO team to drive trend-setting feature ideas built around the brand’s core principles, cementing them as a leader in their industry.
In just two years, we have increased the brand’s press coverage by 141%. Not only have the number of press insertions grown but the quality of titles and volume of column inches has also increased. We have converted leading journalists from Vogue, Harper’s Bazaar, and Sunday Times Style to ELLE, Byrdie, Grazia to ZO regimes, delivering consistent in-depth coverage for the brand. Awareness among social influencers has also risen significantly, seeing coverage from leading names such as Chessie King, Tia Ward, Fashion Mumblr, The Abduls and Amena K.