Campaign Strategy and Execution

Catalyst executed the following PR plan:

» Nail Harmony UK’s incredible trade awareness in the UK meant Catalyst could take full advantage of their assets to push the brand out in front of consumer press and bloggers. Treatment days were booked to encourage face to face meetings with the people behind the brand including Jazz Smedley (Georgie and Jason’s daughter). Widespread coverage was achieved across print and digital publications as well as with bloggers.

» Extensive access to regional educators and salons, has meant Catalyst has optimised coverage and can offer regional support to freelance Nail Harmony UK educators and salons.

» In late 2013, Jazz Smedley launched her own manicure and lacquer range, All That Jazz UK. Catalyst created a PR plan to heighten awareness for Jazz before the launch to encourage maximum impact when the All That Jazz brand launched. PR activity included
profile work which resulted in a double page spread in Look magazine to name just a one


» Following on from the mass success of All That Jazz UK, Catalyst created an ongoing strategic campaign to promote seasonal collections for both All That Jazz and Gelish following their sales cycle.

» Catalyst have also implemented stand alone PR campaigns focusing on specific product launches which have run alongside external and third party marketing campaigns. This was an area explored with Nail Harmony UK during the launch of their much anticipated Cinderella Collection. Catalyst worked with Disney to initiative a fully comprehensive PR strategy to coordinate with all marketing based around the movie and third party brands.

» Catalyst focused on setting up treatments days for all beauty journalists to have a magical Cinderella mani. This created maximum awareness for the limited collection resulting with coverage in Look magazine, Reveal, Instyle and Wedding to name a few. Catalyst also organised and co ordinated a press screening of the Cinderella movie which created an incredible buzz around the movie as well the collection itself. Press who attended the screening included Marie Claire, Reveal and the Press Association.

» Catalyst also PR the fantastic training schemes offered by Nail Harmony to emphasise the importance of standards within the nail industry. This has involved sending beauty editors and leading nail bloggers to train in Gelish application