Increasing brand awareness and link acquisition through digital PR
pieces of coverage
Oodee, a new and innovative skincare brand, launched at the start of 2022. Pioneering ‘allergen neutral’ products, they are the first and only brand to actively eliminate all known food and fragrance allergens from their products.
As a new concept, they required a digital PR campaign that would help launch the brand, earn valuable backlinks for SEO, as well as to educate users about the prevalence of allergens in skincare and the effects it could be having on their skin.
What we did
We were inspired by Karen Harwood, Oodee’s co-founder, who suffered years of unexplained flare-ups and eventually abandoned skincare altogether (including products specifically for sensitive skin) for fear of further irritation.
More than 1 in 4 people will be affected by an allergy in their lifetime, with many putting their trust in sensitive skincare products to help them avoid ingredients that could cause irritations and reactions. We were keen to understand how suitable these products are for sensitive skin.
In our early research we discovered that food and fragrance allergens could be found in the majority of skincare products, including those designed for sensitive skin. To fully understand the extent of this, we identified the main food and fragrance allergens in all their forms. It quickly became clear that identifying these ingredients would be impossible for the average beauty consumer. For example: ingredients such as ‘walnuts’ are also listed as ‘juglans regia’, and ‘gluten’ has at least 240 different names cited in product ingredients.
We selected the bestselling sensitive cleansers, serums and moisturisers from leading retailers: Boots, SpaceNK, Beauty Bay, Cult Beauty and Feel Unique. Using a bespoke script, we then reviewed these products with our comprehensive list of 800+ allergens to understand how many products featured food and fragrance allergens.
The results were astounding. 96% of the most popular sensitive skincare contains allergens or irritants.
The results were astounding – 96% of the most popular sensitive skincare products we reviewed contained allergens or irritants
We created Oodee’s ‘Sensitive Skincare Index’, a handy resource for users to check best selling sensitive skincare for allergens and make an informed purchase decision. We also created a dictionary of allergens and irritants, detailing the main food and fragrance allergens in all their forms.
The campaign achieved 26 pieces of coverage with a reach of over 220,200.