When the cloth face mask suddenly became the top accessory of 2020, Houston-based wellness brand Enfusia quickly created and brought to market a Cloth Mask Refresher Spray. The company turned to SPM to create instant consumer awareness and demand through a national media campaign that needed big hits fast to capitalize on the moment when Americans were adjusting to wearing face masks.
Instead of turning to a stunt or gimmick to generate quick, widespread awareness, SPM leaned into the true newsworthiness of the product. Tapping into beauty, wellness and fitness media contacts, SPM wrote tailored pitches touting relevant product attributes for each vertical. Media interest was immediate, and editors, now working remotely, offered their home addresses so they could receive samples to try.
12 pieces of national earned coverage, including SELF, Health, Country Living and WWD. Allure beauty editor featured product on Instagram Enfusia product climbed to No. 1 position within its category on Amazon following coverage