Introducing a clean beauty brand for the misbehaved

Bad Habit: No judgement, just clean skincare

You don’t have to be good all the time to have good skin all the time. Introducing our UK beauty PR agency client, your skincare support-system; Bad Habit.

Skincare is purposefully designed to nourish and renew stressed-out skin (and minds) caused by bad habits, this debut skincare system from the masterminds behind makeup powerhouse Morphe does just that. Working with Global Brand Ambassador & Creative Director Emma Chamberlain, LA-based fashionista and Instagram, Youtube and TikTok crossover social media star (who knows a thing or two about modern-day skin stressors and the reality of living at lightning pace) to introduce the brand, we utilised Emma’s product expertise and relatable, cool-girl character, to give digital and print media editorial heavyweights a chance to chat with Chamberlain about her experience developing Bad Habit, delving into her daily skin-sins and how she combats them with “me-time”, in the form of a multi-sensory skincare experience.

Our work included a digital media activation paired with an exclusive media coverage strategy to land brand-dedicated beauty editorial column inches and establish authority in the skincare-meets-lifestyle space. With the likes of Dazed Beauty, Who What Wear, Refinery29, Get The Gloss and Cosmopolitan publishing dedicated features, across an 8-week launch period we achieved a reach of over 540 million UMV and a social EMV of $17.6k with the UK editorial representing over 26% of global media placements.

Paired with a super-targeted product seeding strategy, our approach created layered organic brand visibility to establish intrigue and drive commercial success, shaping a pathway for long term success in this market.

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