Type: Beauty PR and Marketing Support
Client: Mauli Rituals
Mauli Rituals
Native Brits of Indian origin, husband and wife founders, Anita and Bittu Kaushal enjoyed careers in creative consulting and skincare distribution respectively, until a life-changing event led them on a pilgrimage to their motherland. It was there they re-discovered the healing power of India's natural herbs and holistic traditions. So fascinated by the Vedic scriptures they decided to launched Mauli - their eco-luxe body, hair and skin collection.
Native Brits of Indian origin, husband and wife, Anita and Bittu Kaushal enjoyed careers in creative consulting and skincare distribution respectively, until a life-changing event led them on a pilgrimage to their motherland. It was there they re-discovered the healing power of India's natural herbs and holistic traditions. So fascinated by the Vedic scriptures that Anita went onto study Ayurvedic health and nutrition and Bittu furthered his knowledge under the guidance of his father; an Ayurvedic doctor. Together they distilled the synergy that would bring purity and unparalleled performance to Mauli's eco-luxe anointing collection.
Native Brits of Indian origin, husband and wife, Anita and Bittu Kaushal enjoyed careers in creative consulting and skincare distribution respectively, until a life-changing event led them on a pilgrimage to their motherland. It was there they re-discovered the healing power of India's natural herbs and holistic traditions. So fascinated by the Vedic scriptures that Anita went onto study Ayurvedic health and nutrition and Bittu furthered his knowledge under the guidance of his father; an Ayurvedic doctor. Together they distilled the synergy that would bring purity and unparalleled performance to Mauli's eco-luxe anointing collection.
Native Brits of Indian origin, husband and wife, Anita and Bittu Kaushal enjoyed careers in creative consulting and skincare distribution respectively, until a life-changing event led them on a pilgrimage to their motherland. It was there they re-discovered the healing power of India's natural herbs and holistic traditions. So fascinated by the Vedic scriptures that Anita went onto study Ayurvedic health and nutrition and Bittu furthered his knowledge under the guidance of his father; an Ayurvedic doctor. Together they distilled the synergy that would bring purity and unparalleled performance to Mauli's eco-luxe anointing collection.
Native Brits of Indian origin, husband and wife, Anita and Bittu Kaushal enjoyed careers in creative consulting and skincare distribution respectively, until a life-changing event led them on a pilgrimage to their motherland. It was there they re-discovered the healing power of India's natural herbs and holistic traditions. So fascinated by the Vedic scriptures that Anita went onto study Ayurvedic health and nutrition and Bittu furthered his knowledge under the guidance of his father; an Ayurvedic doctor. Together they distilled the synergy that would bring purity and unparalleled performance to Mauli's eco-luxe anointing collection.
The Brief:
Manage the global press office for Mauli Rituals, working alongside founders Anita & Bittu Kaushal on all launch activity and profiling the founders themselves. Additionally, we designed and wrote Mauli’s press releases, Instagram story layouts, newsletters (customer and retailer), product labels and internal branding documents.
What We Did
Managed the UK strategy for the brand, seeking out new opportunities and placing the brand in the hands of editors, influencers and make-up artists. Directed and hosted experiential events for press and influencers, one being a press breakfast with the Bvlgari Hotel & Spa London with attendance from Alessandra Steinherr, the award winning Beauty Journalist and social media influencer with a following over 200K and Caroline Hirons, the straight-talking skincare guru whose unvarnished opinions have earned her millions of fans. In 2018, she was described as “beauty’s most powerful woman”.
We fruitfully placed Mauli in highly esteemed titles such as Vogue, Sheerluxe, Marie Claire, Harper’s Bazaar, STYLE, Stella, Daily Mail, Financial Times and many more.
Mauli’s founders were also featured with Q&A’s in YOU Magazine, ELLE, Vogue.co.uk, The Mayfair Times and Refinery29. We also successfully pitched Mauli’s Supreme Skin Serum for the Caroline Hirons SpaceNK box in July 2018.
Results:
In the first year of us working with Mauli, they received a 352% increase of press mentions in that year and we continued to reach over 100 press mentions for Mauli each year thereafter. Not only did we place Mauli in highly respected media titles but they were introduced to our highly desirable influencer contacts too, accounts including @DiipaKhosla, @Masha_TheOne, @Shrads, @Fluerandrea and many more.
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