Escents Aromatherapy-Media Introduction

The Problem: Although Canadian company Escents Aromatherapy launched the same year as competitor Saje, the 53 store health and wellness retail chain was struggling to generate awareness and media coverage for its brand, especially within key media publications and amongst Canada’s top journalists and editors.

The Strategy: Use the opening of Toronto’s newest Escents retail location and Canada’s 150th Birthday as an opportunity to officially introduce media to Escents, a Canadian company, and the unique story of its founder, Jacqui MacNeill.

The Idea and Execution: Charming Media organized one-on-one in-store meetings with Jacqui and Canada’s top media and editors, who were invited to a customized blending experience while establishing a personal connection with the brand. In addition to this, Charming Media prepared an earned media outreach strategy based on the North American PR calendar, while developing and implementing consumer experiences for new store openings throughout 2017 in Toronto, the GTA and in British Columbia. Leveraging influencers, Charming Media secured social media awareness and engagement through contesting and giveaways.

The Results: In a 9 month period, Escents enjoyed 36 media hits in Canada’s top-tiered outlets including The Toronto Star, Chatelaine, Canadian Living, The Kit, Reader’s Digest, CBC, Huffington Post, Elle Canada, Flare Vita Magazine and more, totalling 12,881,664 earned media impressions