Project Overview
Charette Cosmetics prides itself on bringing an innovative and unique approach to the world of aesthetic, skin, and anti-aging treatments. With locations in Atlanta, Dallas, and Miami, each of Charette Cosmetics’ aesthetic centers is equipped with the most modern, state-of-the-art devices and protocols to achieve optimal results. Their experts take a customized yet innovative approach to each client’s skin and aesthetic needs to help them accomplish their desired results. Their secret to success centers around combining effective treatments with at-home skincare and a treatment plan individualized to each client’s needs.
Paul Charette, the company’s founder and master aesthetician, is passionate about helping his clients achieve their goals so they feel confident and beautiful in their skin. Having worked in the industry for years before deciding to launch his own business, his extensive education, unparalleled dedication, innovative techniques, and attention to detail are evident in every aspect of Charette Cosmetics.
The Problem
When Paul initially approached Otter PR, Charette Cosmetics was already a thriving business on social media, but he knew he needed further credibility to grow. At the same time, Paul was in the midst of planning to open his business’s third location in Miami and knew he wanted additional coverage in leading media outlets to garner further attention for his brand.
During initial talks with Otter PR, our team asked Paul if he would need help putting together a robust plan for the launch of his third location, which he confirmed. As a result, our team immediately knew that Paul would need not only media coverage of him and his brand but also the event itself, as well as additional coverage in the press after the location’s grand opening to bring more clients into his doors.
The Strategy
Our first step in Paul’s comprehensive media coverage and PR strategy was to position Paul as a rising expert in the skincare and aesthetic industry. To this extent, we leaned heavily on how he had developed his own approach to skincare that was uniquely tailored to each patient’s needs and wants rather than the “one-size-fits-all” approach that had become increasingly common in the industry. Highlighting Paul’s intimate knowledge of skincare allowed us to build momentum in the media around both his expertise and his brand, garnering some well-deserved credibility through coverage in outlets like Essence, Women’s Health, and Daily Mail.
The next step of our strategy involved leveraging the coverage and credibility we had built for Paul and Charette Cosmetics, as well as the existing partnerships the brand had established on social media to gain further recognition. Paul’s leading expertise and a second location in Atlanta had allowed him to partner with local influencers and celebrities, including Kenya Moore, Kim Zolziack-Biermann, and Shereé Whitfield — all cast members of the hit television series “The Real Housewives of Atlanta” who attested to the professionalism and results Charette Cosmetics had provided them. Utilizing these existing partnerships, our team reached out to other cast members of “The Real Housewives” series, including those from “The Real Housewives of Miami,” to help spur attention to the upcoming opening of Charette Cosmetics’ third location in Miami.
Lastly, our team’s focus shifted to the Grand Opening of Charette Cosmetics’ Miami location, including securing an event planner, red carpet coverage, and multiple local reporters to cover the event. While drafting our pitches and press releases about the event, our team discovered it would also be taking place at the beginning of Miami Swim Week, a highly prestigious and sought-after social event, which would allow Paul to introduce himself and the Charrette Cosmetics brand to a plethora of celebrities and socialites among Miami’s elite.
With this news, we immediately began reaching out to local influencers in the skincare industry, coordinating with the event planner to help the location’s opening night garner as much nationwide media attention and exposure as possible. Our team’s efforts eventually led to over 300 people attending the Grand Opening of Charette Cosmetics’ Miami location, including multiple influencers and celebrities with strong ties to the skincare industry, such as Darcy and Stacey from TLC, Gurdy from “The Real Housewives of Miami,” and Katie Glaser from “Below Deck.” The event also garnered red carpet coverage from media outlets like GURUS and LA Inquisitor and featured opportunities for attendees to tour the new facility, receive gift bags with Charette products and a special gift from Grande Lash, and obtain info on all of Charette Cosmetics’ services.
Business Impact (Results)
Since partnering with Otter PR, Charrette Cosmetics has witnessed a significant increase in the number of new clients it receives. Both the brand and its founder continue to thrive and obtain the recognition they deserve, with Paul routinely being featured and quoted as a leading expert in multiple top-tier publications, further solidifying his presence in the skincare industry.
To date, our team’s efforts have led to Paul being featured, quoted, interviewed, and mentioned in over 330 pieces of media coverage for an online audience of over 6.1 million. As a result of our comprehensive media strategy for Charette Cosmetics, the brand continues to grow and market its innovative, personalized skincare solutions to customers throughout the US.
Tags: HEALTH & WELLNESS
