It’s not often you get to create a line of make-up for a PR campaign, but that’s exactly what the HTC team did last week, with the launch of the HTC X Smashbox Selfie Kit – the world’s first makeup range designed for selfies.
Responding to the brief of how to maximise lifestyle coverage for its Desire 620 phone, we focused on the fact that over 17 million selfies a week are now taken in the UK, yet there was no makeup out there designed to cater for this phenomenon.
This insight led us partner with Smashbox Cosmetics, a brand with heritage for creating makeup that can perform under professional photography to create a limited edition three-piece set with key items needed for the perfect selfie – a mascara, highlighter and primer. This, combined with the excellent camera and photo-editing tools of the Desire 620 provide the ultimate tools for a selfie that could gain even Kim Kardashian’s approval.
Each Selfie Kit comes with tips on how to perfect your selfie using the HTC Desire 620 and can be bought just here.
We launched the Selfie Kit with the gorgeous Alesha Dixon, whose Instagram posts on shoot gave us two pieces on Daily Mail and a nice hit on Reveal before the campaign even kicked off.
This was followed with a series of interviews with the likes of Daily Star (a front cover and four page interview in TV Extra), Press Association, Metro, Closer and Grazia amongst others including Sunday Express and New magazine.
The launch has gone down a storm, with 123 pieces of coverage so far including Look, Daily Mail twice (bringing us up to four for this campaign alone), Reveal, Yahoo UK, Bang Showbiz and Female First with more to come as product placement continues.
