The concept of food-grade, even edible, lipsticks proved not only to be a novel approach to the category, but when BITE beauty founder Susanne Langmuir took her idea even further by launching them as both personalized and customizable, on-site in a Soho retail space called the “Lip Lab,” she created a consumer frenzy and a media juggernaut resulting in the fastest growing brand in Sephora history.
Place PR executed multiple seasonal events both at the Lip Lab in New York’s Soho neighborhood and at off-site venues with the mobile Lip Lab. Creating lipsticks for print and digital beauty media, bloggers, makeup artists and other influencers hosted by BITE Beauty founder Susanne Langmuir offered experiential moments, engaged the media and elevated the brand conversation. Co-brand intiatives included a succesful program with the website POPSUGAR and an aggressive program supporting celebrity and editorial makeup artists and agencies.
Place PR’s succesful editorial push included both product support and creator profiles for consumer and trade media, combined with aggressive blogger sampling, all leading up to BITE Beauty’s sale to Kendo Brands, a division of LVMH Moët Hennessy.