306° communication – Roses style

In June 2018, Germany’s top influencer xLaeta launched her own beauty label called nju. It kicked off with a hair care range comprising a basic line and a limited edition. The pretty, cheerful products were inspired and co-developed by xLaeta and are available exclusively at dm.

Classic PR: bread and butter

“sparkle on nju roses” is the name of the nju basic line – and it’ll come as no surprise to learn that all eyes at redroses were sparkling to the max when we were picked to handle all communications for this influencer beauty brand. As well as classic press work – which saw us accompanying Julia aka xLaeta on a tour of editorial offices around Germany – the focus is on social media, influencer relations and trade shows.

Social Media: Content is King

The focus in communication for nju is on social media. We are responsible for the brand’s Instagram account @be_nju. We are there to engage in conversation with the brand’s more than 70,000 followers, reply to any product-related questions, keep the feed sparkling with appealing content (posts and stories) and we keep followers engaged by holding regular competitions. The organic account has a distinctive visual language which we are responsible for shaping by providing detailed briefings for the international photo shoots.

Trade shows and events: glow glow glow!

Since the brand launched in summer 2018, we have attended four trade shows with Mibelle and nju: the YOU Summer Festival and the dm  Glow Conventions in Berlin, Vienna and Stuttgart. Thanks to our creativity, know-how and unrivalled network, our exciting booth designs have attracted streams of visitors in the highly competitive and very crowded beauty segment. From the initial idea to booth construction, research, picking the right goodies, logistics and on-site support through the show, we offer a fully comprehensive package that ticks every single box.

Influencer outreach: ’gramable product packs

The Mibelle team works closely with Julia to create a regular flow of new limited editions that go on sale alongside the basic line and tempt shoppers on dm’s haircare shelves.

For each new launch, for example the winter edition “surprise with nju cookie” and the summer line  “refresh with nju peach”, we design the ideal product pack to make influencers’ hearts beat faster. From the design of the box to research and production of the goodies all the way to the look of the personalised card and the dispatch process, we coordinate everything here at redroses – always in close collaboration with xLaeta. The recipients – a carefully curated circle of 100+ social influencers – have a combined reach of more than 50 million Instagram followers.