KinKind burst onto the eco-friendly cosmetics scene in 2020, with a range of hair and body bars set to replace traditional plastic bottles in the bathroom.
Tasking Avant with a press campaign to cement its profile as a leader in the hair and body bars marketplace, KinKind was eager to promote how its innovative products provided/OFFERED a simple swap suitable for all of the family, with each bar saving up to two plastic bottles from ending up in our oceans.
What We Did
Through a wide reaching national media campaign that combined product placement with press seeding and sampling, Avant worked to position KinKind ahead of its competitors in terms of both sustainability and its products’ results, focusing on the brand’s USP of delivering equal results to its bottled counterparts, and showing that reducing carbon footprint doesn’t have to mean compromising on quality.
The agency focused on promoting the potential mass appeal of KinKind’s range, which offers bars that cater to myriad skin and hair types and concerns, as well as highlighting the truly unique and innovative products within the range, such as the UK’s first anti-dandruff shampoo and conditioner bars, a body scrub bar and even a dog shampoo bar. Avant also launched new products to press, including Give Me MORE! hair bars catering to hair in need of extra TLC, and a range of moisturiser bars.
Avant has generated over 30 pieces of top tier coverage for KinKind in publications including the Independent, Evening Standard, Woman&Home, Daily Express, Daily Mirror, Metro and OK!, and has covered 22 new product launches. Since working with Avant, the brand has won at the Pure Beauty London Awards and Pure Beauty Global Awards, and its NOURISH Me! shampoo bar has been named and Indybest Buy.