Professional airbrushing brand Airbase Makeup appointed Catalyst in mid-2015, to raise awareness of their products through trade, consumer, national media and the influencer community, whilst giving a helping hand with nationwide distribution. The range consists of professional and at-home airbrushing systems, along with a selection of colour cosmetics.
Airbase were well known within the professional industry, with thousands of makeup artists and salons offering the airbrush foundation and makeup as a service for weddings, proms and special occasions. They also had a number of celebrity makeup artists using the products on the likes of Rihanna, amongst others.
When Airbase gained a place within the Makeup Salon at Urban Retreat, Harrods, they decided it was time to hire a new PR agency to drum up interest for their stockists within the consumer market.
The first step, Catalyst suggested, was to completely revamp the brands imagery to become more modern and consumer friendly brand.
Catalyst got to work on organising a photoshoot and by August we had a set of beautiful imagery and videos to be used, which even lead to a front cover of Professional Beauty Magazine.
Along with the shoot, Catalyst set up a meeting with Urban Retreat’s Press Team to ensure Airbase was put forward for all marketing opportunities, along with Catalyst using Urban Retreat for stockist details on PR material. This resulted in Urban Retreat being used for ongoing press appointments and reviews/coverage from OK Magazine, The Telegraph, Professional Beauty, Sunday World and a range of regional newspapers.
Whilst coverage was featured in Cosmopolitan, Perfect Wedding, Reveal, So Feminine, Hello! Magazine, Now Magazine, Star Magazine, Black Beauty, Wedding Ideas and a whole range of national publications.
Catalyst’s business development team worked solidly on creating relationships with a range of beauty buyers, beauty boxes and targeted retailers to make sure they had samples of Airbase with the aim of getting them stocked on the shelves.
Through pure determination and of course, a range of amazing products, Catalyst created demand for the products and Airbase is now available within stores including Urban Retreat and Tilt makeup, along with featuring in Glossybox UK and My Sale.