Malin + Goetz

One of our original clients, this unisex personal care line marked 12 years with Place PR since the launch of both the brand and its Chelsea store.   In 2010 we launched the second Manhattan apothecary on the Upper West Side followed by the third and fourth stores, located in Los Angeles' Hancock Park neighborhood in 2012 and on Madison Avenue in New York’s Carnegie Hill in 2013.   Downtown LA and Santa Monica opened their doors in early 2015, followed by the launch of two of their fist international stores in London in summer of 2016.

STRATEGY

The brand, while modern in every way, launched with a retail concept that was similar to traditional neighborhood apothecaries of years past, with its owners, Matthew Malin and Andrew Goetz, living around the corner.   The products’ packaging similarly referenced an apothecary-like aesthetic, but interpreted for the 21st century consumer through the lens of design consultancy 2x4 and a store designed by forward-thinking architect Craig Konyk.  Place PR leveraged both personal care and design elements of the brand to capture a broad range of lifestyle editorial coverage for its creators, product and store.  Working with Matthew Malin and Andrew Goetz, Place PR executed a series of intimate dinners at the Chelsea store, with home cooked meals made by Andrew Goetz himself and brought in from their apartment.  Guests from both beauty, fashion and design media mingled in these salon-like evenings alongside creative talents in the same fields.   While Malin + Goetz product was never forced on the guests or even made a topic of conversation, these dinners, combined with overall editorial coverage, elevated the outside conversation about the creators, their brand and its authenticity.

RESULTS

Over the span of their 12 year relationship, Place PR has captured print and digital editorial coverage for Malin + Goetz in about every relevant media outlet in addition to suporting co-brand platforms with Tumi, Delta Air Lines and a variety of boutique and chain hotel properties.  Executing and supporting product outreach to key makeup artist and agencies, social media influencers and others has increased brand awareness exponentially.