Peacefull

THE BRIEF

Salama Mohamed, Emirati businesswoman and profile, was ready to make a big and bold announcement, the launch of her skincare brand, Peacefull in July 2021. Peacefull is a natural extension of Salama’s journey to date and the realization of a lifelong dream, to build a line from the region, for the region and thereafter create product ranges specifically made for communities that are inclusive of all genders, in which they sell.

Our role was, and continues to be, growth of brand visibility, to drive sales and to cement Peacefull as a leader in the beauty industry, not only in the region but internationally. And most importantly, to tackle how we as consumers in the region can support change, especially when it comes to inclusion in beauty. Given the distinct brand messaging, one that promotes self-love and being at peace with one’s skin, celebrates individuality, inclusivity, and culture, it was critical that this was clearly and effectively communicated to maximise sales.

THE DELIVERY

We were tasked with announcing the launch of Peacefull and positioning it as a skincare brand “for the region, from the region, for everyone”. Our key tactic was media relations across consumer, trade and business publications, distributing the news via interviews, Q&As, bylines and commentary with the founder.

THE OUTCOME

These are the key milestones that have ensured regional PR success for Peacefull thus far:

Engage GCC Media – With a total circulation of over 3 billion, we got our brand in front of new audiences. With a total PR value of over $12.3 million in only five months, the brand saw exposure via a variety of media channels including top tier titles in print, digital, and broadcast.

Expand the brand universe – Atteline forged prestigious strategic partnerships across the GCC with aligned brands, organisations and profiles that not only elevated brand awareness but delivered commercial leverage. These partnerships include the likes of Shiffa Beauty, which saw Peacefull’s Founder and Creative Director, Salama Mohamed partner with Shiffa Beauty’s Dr Lamees on a joint Instagram Live session on the Sephora Middle East Instagram page, where both founders engaged with their communities, shared their journeys, advice and skincare secrets. There was also a combined beauty giveaway.

Champion thought-leadership – Position Peacefull’s Founder and Creative Director, Salama Mohamed as an expert in the region via securing opportunities to speak at panels hosted by media and partake in conversations that take place both in person and on social media.

Maximise Sales – Combining the previous three tactics, we have been able to promote sales of the products on the various platforms through which they are sold. For the launch period, from a total stock of 15,000 product pieces, the brand had sold about 10,396 pieces 14 days from the official launch date. By the third week post-launch, the brand had sold out on their eCommerce platform, with limited stock availability at its partner Sephora outlets. This is an estimated total value of AED 1,933,947.