Celebrity Seeding and Earned Beauty PR for PLA

Challenge:
Growing Beyond the Professional Community

PLA had established itself as the go-to brand for lash artists with its professional products, but wanted to break into the consumer space with their newly launched line of nail polishes, while also elevating the founder Michelle Nguyen’s inspiring story of how she grew the brand while employing more than 700 people in her home country of Vietnam.

VLIV's Approach

VLIV Communications focused on establishing partnerships with celebrity nail artists to build buzz. We also tied into seasonal moments and nail trends.

We positioned Michelle as a go-to expert for all things nails and lashes for top-tier beauty outlets, while working with trade publications to build her profile as a successful, inspiring entrepreneur.

When their new line of Lacquer Nail Polish launched a few months into our engagement, we coordinated a virtual event and desksides with Michelle, providing further opportunity to highlight her incredible backstory and the quality of the products themselves.

Our Results

Within less than six months, VLIV Communications secured more than 60 top tier media placements for PLA in outlets like InStyle, Byrdie, VOGUE, Beauty Independent, NailPro, PEOPLE, New York Post, and more, positioning PLA as a quickly growing brand that consumers and pros alike needed to keep on their radar. PLA’s traffic and sales for their nail products grew substantially from these placements.

 

We also secured various celebrity nail looks (both sponsored and organic) for A-listers including Selena Gomez, Jennifer Lopez, Kylie Jenner, Blake Lively, and more, which further built awareness and covetability.


"Working with Lindsey and her team at VLIV Communications has been a huge game-changer for our nail company. Before working with her, we had never really worked with celebrities, but VLIV was able to help us get our products used on celebrities like Kylie Jenner, Selena Gomez and J. Lo. It’s so cool for our team to see our nail products used on top stars. Kylie posted a TikTok video of her getting her nails painted with our polish and that got around 6 million views, which led to a surge in traffic from TikTok.

"The celebrity posts are great, but what really drives the traffic and sales for our products and celeb looks is the amount of press coverage it gets after. One of our highest trafficked polishes is called Lily of the Valley. It’s the perfect nude shade and a great base color. An article was written for InStyle Magazine and the header was, “I Wore The Same $13 Nail Polish As Blake Lively,” and it talks about that color in the article, and that gets us so much traffic each week. So, it’s the press coverage of the nail sets that drives our traffic and our sales."

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