I Love Wellness Collection Launch/Media Event (Toronto)


Develop a brand awareness campaign to promote the launch of the new ‘Wellness’ Collection from I Love Cosmetics, exclusively available at Shoppers Drug Mart stores across Canada.

The Brief:

IGO PR was mandated to develop an awareness campaign surrounding the launch of a new bath and body range from I Love Cosmetics. The Client sought an event that would reflect the natural origins of the new aroma therapeutic skin care collection, optimally pique the interest of media and influencers, and inform product availability at retail.

The Strategy:

Timed to coincide with availability of I Love Wellness bath and body collection on-shelf and online, IGO PR conceived, developed and executed a yoga-themed event in Toronto.

To achieve an interactive, experiential event, each element was looked at in detail including sourcing event space, room layout and décor, branded yoga mats and light, healthy refreshments.

To raise awareness and promote the event, intense media relations was implemented, targeting national and local health, lifestyle and beauty media as well as key influencers.


October 2022

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The Result:

Media coverage, and coverage of the event itself, exceeded all expectations with representatives from Elle Canada, HOLR Magazine, 6ixBuzz Tv, Girl Boss, Yahoo Style, CP24, Hello Canada plus 16 influencers in attendance.

To date, I Love Wellness has achieved 28.6 Million impressions overall, which includes Influencer reach of 1,307,000.

Media coverage to date includes The Marilyn Denis Show (live and online), 29Secrets.com, Cosmetics Magazine, AmongMen.com, Insert Magazine, Patwhite.ca as well as ethnic media and blog coverage, along with potential interest from 30 additional media in the coming year.

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