The Beauty Bag – Public Relations Management & Influencers Marketing

Red Marketing Case Study
Public Relations Management & Influencers Marketing

February 26, 2024

The Beauty Bag needed assistance with Public Relations Management & Influencers Marketing

The Client: Background

Beauty Bag is an online store in the cosmetics and beauty industry in South Africa. They embarked on their journey with a mission to bring the world of international beauty to South Africa, making it accessible to all beauty lovers. They wanted to break down barriers and open doors to coveted brands that were previously hard to find.

Beauty Bag takes pride in being the exclusive distributor for these prestigious international beauty brands in South Africa.

Some brands are:

  • Drunk Elephant
  • Charlotte Tilbury
  • Sol De Janeiro
  • SugarBear
  • HairBurst
  • HAIRtamin
  • Ther Patch Brand
  • Naked Suyndays
  • Isle of Paradise
  • Nuddy
  • Booby Tape
  • Goli
  • Bybi
  • Kylie Skin
  • Makeup by Mario

Challenge: Public Relations Management Influencers Marketing

The Beauty Bag needed assistance with managing their Public Relations management in the South African beauty industry and Influencer marketing campaigns over a 3-month period.

The challenges were to:

  • Create brand awareness around various product launches
  • Oversee all Print and digital PR for Drunk Elephant, and Patch Brand launches
  • Manage influencers campaigns for product launches for Hairtamin and Bybi.


1.RED Marketing set out to understand the objective and formulated and Public Relations management strategy as well as the influencers marketing for the cosmetics brands in beauty industry.

2.The PR Strategy was proactive and involved curating press releases that would spark the media’s interest.

3.RED Marketing would reactively respond to media requests and assist with assets the media needed for the features.

4.We engaged with the media proactively and manage media relations to ensure features.

5.We engaged with influencers and managed the entire process from contract to completion of the social media influencer campaigns


One month of PR resulted in features in the following publications:

PR Features: Print and Online:

  • Glamour
  • Fairlady
  • Your Pregnancy
  • A2
  • Pharmaceutical & Cosmetic Review
  • Gauteng Lifestyle
  • Forbes
  • Yclad

Total AVE: R460 000 achieved

ROI: 1: 15

Influencer Campaigns:

2 successful influencer marketing campaigns for the Hairtamin and Bybi product launches with a reach of over 40,000 people through micro influencers.

Features: Patch Brand

Features: Drunk Elephant

Features: Forbes

Features: Yclad

Features: Influencer Campaign - Bloatamin and Hairtamin

Features: BYBI

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