The impact
- Allure editors' favorite new beauty products, October 2019
- 12 placements in November 2019 alone
- Gift guides in Goop, Glamour and Reader's Digest
The brief
Cocofloss is a woven, scented dental floss in flavors like Pure Strawberries, Delicious Mint and Fresh Coconut. Floss rarely gets written about. The goal was to move it out of the medicine cabinet and into beauty, wellness and gift stories.
The work
We pitched Cocofloss as a beauty and self-care product, not just oral care. Editors at O, The Oprah Magazine, Vogue.com, POPSUGAR, Parade, Reader's Digest, Eating Well and The New York Times asked for samples. For the holidays we pitched the Hawaiian Holiday Set and the Neapolitan Trio as stocking stuffers, and seeded creators who shared them in Instagram stories.
The result
Allure named Cocofloss among its editors' favorite new beauty products. Over the holiday season it landed in gift guides and roundups across beauty, wellness and lifestyle, then rolled into the new year in VegNews' vegan wellness must-haves.
Selected coverage
Allure, Goop, Glamour, Who What Wear, Reader's Digest, Us Weekly, NYLON, BuzzFeed, Girls' Life, VegNews