PR agency Theory Crew launches a health and beauty business unit

Public relations and influencer agency Theory Crew has introduced a new health and beauty arm following the recent addition of clients Biophysics, Antipodes Skincare, YORA Skin Science, Boost Labs and Niki’s Natural Wipes.

The launch of the new business unit was supported by Theory Crew’s observation that skincare and beauty sales have spiked during the pandemic as many people invest in ‘self-care’.

Theory Crew has launched a health and beauty specialised business unit

Managing director, Felicity Grey, said that the new unit kicked off with an influencer campaign for Antipodes just prior to the pandemic taking hold.

“We had introduced new divisions prior to COVID-19, kicking things off with the largest influencer sampling campaign we have ever delivered. Partnering with Antipodes Skincare, we sent over 2000 influencers beauty samples to trial, which was very well received,” Grey said.

“Our influencer database is now sitting well over 8000 influencers across many categories and we will be delivering more large-scale influencer campaigns for beauty and skincare, health and wellness and FMCG brands over the coming months.

“Our new brand partners all provide a unique offering to different markets and we are looking forward to introducing these brands to consumers.”

Last year, Theory Crew won the public relations accounts for Dilmah, Palace Platinum by Palace Cinemas, Tilda Rice, Indian curry brand Patak’s and Eloments tea.


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