The most talked about sell-out collection

WIZARD seeded top influencers with custom-made Too Faced Sweet Peach boxes filled with the entire collection pre-launch to create maximum buzz for the highly anticipated launch of this collection. In addition, Wizard invited and accompanied top press and influencers to the exclusive Too Faced Peach Party in Los Angeles.

Results: Peach took the internet by storm one month prior to launch receiving the most engagement on YouTube out of all beauty brands in January 2017 with 656,846 likes and 13,708,129 views across several channels.

Total Readers: 203,708,433

Estimated Ad Value: £71,423.28

Product Launch


From inception to conception, Wizard’s event’s team was tasked with launching the new Go Big Or Go Home Mascara and the first celebrity face of the brand – Jackie Cruz.  Wizard created a strategy to include a launch event, creative mailing and Influencer partnership plan as well as on going activity to pulse out the product post launch. Following the press and Influencer event and first outreach, GBOBH was the most clicked product on Debenhams.com and the bestselling eye product in the store during launch week.  Kat Von D Beauty rose from being #34 brand for PR mentions in the UK to #18, in launch month.   Sales continue to beat all targets.

Creating a Cult brand

WIZARD launched GLAMGLOW into the UK market, positioning it as unique, exclusive yet highly sought after. WIZARD worked with GLAMGLOW from launch until its sale to Estee Lauder in 2016. Results: WIZARD gained an unprecedented amount of coverage across print, digital and social channels and quickly established GLAMGLOW as a cult favourite and hero brand. Securing new celebrity fans for the brand, and numerous high visibility placements as well as industry and consumer awards, GLAMGLOW became the brand to watch. In a short amount of time, the UK market for GLAMGLOW became #2 out of 53 countries in terms of sales.

Changing Perceptions

Weleda, a brand with over 90 years of heritage and a loyal UK customer base in the ‘purist’ organic health sector.

The Problem: Stagnant growth, untapped commercial potential and lack of buzz associated with the brand.

The Brief: Increase sales by shaking off Weleda’s lacklustre image and making it more attractive to a wider audience of ‘cool’ consumers – the ‘fusionists’ – without alienating the core customer.

The Transformation: WIZARD’s specialist approach generated new excitement and interest in the brand, winning it numerous industry awards and accolades.  Unaided by advertising or big launch budgets, WIZARD’s proactive and integrated PR Campaign yielded Weleda that ‘star’ quality. The brand now enjoys countless celebrity, model and press brand ambassadors, increased sales and opportunities to expand.  It is the buzz that WIZARD created that encouraged Liberty to stock the brand heroes.

Our approach:

  • Positioned the brand alongside key premium competitors focusing on the mainstream, national consumer titles and the top beauty blogs and influencers.
  • Seeding’ the product into the hands of key celebrities and influencers.
  • Took the Weleda experience to London Fashion Week by securing the sponsorship of Erin O’Connor’s Model Sanctuary.
  • Organised a press/influencer  trip to the Flagship Spa in Paris.

The Results:

  • Propelled the media makeover Weleda desired and boosted visibility and profile.
  • Catapulted Weleda into a cult ‘must-have’ brand for fashion and beauty aficionados alike.
  • Elevated brand image, giving the products a ‘cool’ factor by being associated with the  fashion event of the year.
  • Secured more column inches through in-depth feature placements and buzz via social media.

Launching a Global Brand into the UK market

The Brief: To relaunch global brand Make Up For Ever into the UK market maximising awareness of the products and unique collaborations with Jessie J, Charli XCX and Wayne Goss via print media, digital, social and Make Up Artists.

The Launch:

  • London’s Oxford Street came to a standstill. The windows of Debenhams came alive with moving lip images created by world famous photographer Ian Rankin. Creator Dani Sanz body painted  models in the window as passers by looked on in amazement.  Instore, a red carpet was laid down and body painted dancers took to the floor while customers flocked to the MUFE counter to buy.
  • The night before launch, to introduce MUFE to influencers and make up artists, WIZARD transformed a blank white space into the most talked about party of the year. The hype was incredible and all attendees instagrammed and tweeted, creating fabulous  pre launch buzz.

The Result: The best selling make up brand Debenhams has ever had in the history of the store.

Turning an unknown brand into a cult brand and celebrity must have

The Brief: Successfully launch Benefit Cosmetics in the UK, Ireland and France, building the brand strategically, positioning it correctly and maximising the hype in all areas of the media.

The Results:

Over ten years of working with Benefit, WIZARD achieved the following:

  • turned this unknown brand into a cult brand and celebrity ‘must-have’ – many times turning products into sell-out phenomena;
  • Gained over 1,500 editorial hits (no advertising support) a year;
  • Ensured all the leading industry professionals worked with the brand;
  • Created so much hype that Benefit became a collectable – customers were buying two of every new launch – one to keep and one to use!
  • Successfully implemented the UK, Irish and French launch;
  • WIZARD was appointed to oversee and direct the PR for the global expansion of the brand reporting back to the San Francisco HQ;
  • Created initiatives to drive sales at counter;
  • Benefit was the most talked about cosmetic line and resulted in interest from LVMH, who then bought the brand.