OBJECTIVE

Respond to the temporary closure of beauty salons during the pandemic by positioning Tweezerman as the go-to brand for at-home grooming solutions. The campaign aimed to educate Canadians on how to use Tweezerman’s salon-quality tools effectively, reinforcing the brand’s leadership and relevance in the beauty care category.

APPROACH

• Crafted timely and relevant story angles to increase brand awareness and media coverage during lockdown
• Developed targeted media materials including press information, product education, and sample mailers to support editorial outreach
• Showcased Tweezerman’s product versatility and professional-grade quality through educational storytelling
• Highlighted the long-term value and practicality of investing in high-quality grooming tools for at-home beauty maintenance
• Emphasized the convenience and cost-effectiveness of self-grooming amid salon closures

RESULTS 

• 2.2M PR impressions generated nationally
• Secured placements in top-tier beauty and lifestyle media including FASHION Magazine, FLARE, HELLO! Canada, and Global’s The Morning Show
• Strengthened Tweezerman’s reputation as a trusted expert in at-home grooming and self-care