Overview
Bringing together top scientists and the most notable names in prestige beauty, Vella Bioscience, Inc. was uniquely positioned to spur a female sexual wellness revolution at a time when the movement was growing but still considered taboo. Magrino was tasked with bringing the brand to the forefront of the cultural zeitgeist by leveraging Vella’s incredible team and clinically-backed product to generate mass consumer + industry awareness.
Our Solution
With many outlets broaching the topic of sexual wellness for women, but still hesitant to tackle it head on, Magrino understood the importance of highlighting the proof points that would make Vella’s hero product – the Women’s Pleasure Serum – stand out fromthe crowd: the trusted minds behind it, including the developers of Viagra and Cialis and the luxury aesthetic of the product. We focused on a powerful mix of business, trade and lifestyle press to capture industry gatekeeper and consumer attentionsimultaneously, securing substantive brand + product storytelling moments that put Vella in a league of its own, just as conversations around female empowerment were taking centerstage. Through thoughtful pitching, mailer send outs and identifying key executives and experts for relevant opportunities, Magrino catapulted Vella to the center of the sexual wellness movement.
Results
Magrino secured an exclusive interview and feature in WWD to announce Vella’s retail partnerships with Nordstrom, Saks Fifth Avenue, Bergdorf, and more, in addition to a pieces on Forbes and Glossy. Lifestyle and wellness coverage included Vogue, New York Post and Buzzfeed. Key executives were also featured on podcasts, including Marketing Trends, to speak to reaching consumers in a challenging category.
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