The impact
- PR for every brand in the Landing International portfolio
- 20+ top beauty editors at a Hanskin event
- An Allure editor sent to Osaka for KITAO's 100th anniversary
The brief
Landing International brought Korean and Japanese skincare brands to US retail, including COSRX, Hanskin, HaruHaru Wonder and KITAO. Each brand needed its own story for editors still learning the category.
The work
We ran each brand as its own campaign. COSRX's Acne Pimple Master Patch became a festival and summer essential. Hanskin got an editor event built around its glass skin story, with more than 20 top beauty editors attending. For KITAO, we sent Allure's Devon Abelman to Osaka to cover the brand's 100-year heritage firsthand. We tied new arrivals to Ulta launches so editors had a retail hook.
The result
Coverage across the portfolio in Marie Claire, Allure, Teen Vogue, Byrdie, Who What Wear, PureWow and The Zoe Report, plus NewBeauty placements for COSRX and Hanskin. Requests came in from O, The Oprah Magazine and HelloGiggles.
Selected coverage
Marie Claire, Allure, Teen Vogue, Byrdie, Who What Wear, PureWow, The Zoe Report, NewBeauty