de Mamiel

BEAUTY

Maintaining a consistent brand image from PR to in-store

de Mamiel is a well-being skincare brand launched in 2010 in the U.K. by Annee de Mamiel. Organic ingredients gathered from around the world, such as essential oils and flower essences, are hand-blended carefully in the original de Mamiel method featuring the principles of Chinese medicine, acupuncture, and aromatherapy, offering mindful skincare for women living in today’s busy and stressful world.

From the launch of the brand in Japan, Candlewick has provided seamless support from PR to sales, starting from strategic planning for branding in Japan, together with brand localization. PR activities include the preparation of press releases, media visits, directing the production of goods, product placement to celebrities and beauty specialists, and also a press event during de Mamiel founder’s visit to Japan. By keeping close contact and regular communications with the brand’s head office in the U.K. and also the importer in Japan, Candlewick develops a coherent PR and sales strategy and works on expanding retailer outlets and training for sales staff.