Are Media, Australia’s leading omnichannel content company for women, has partnered with Inspired Beauty Brands and its leading haircare brand, HASK to exclusively launch its highly anticipated Repair Pro Series, whilst also unveiling a fresh new brand identity in Australia.
The partnership will run from February to July, encompassing a full-scale media campaign, influencer collaborations and editorial integrations, leveraging Are Media’s premium beauty and lifestyle brands to support HASK’s mission to become the number one repair brand for hair in the market.
As part of the collaboration, Are Media hosted two exclusive events at its Sydney offices.
On February 22nd, beauty director, Sally Hunwick led an event featuring Are Media's newly launched micro-influencer beauty collective, showcasing HASK's Repair Pro Series to over 50 influential beauty consumers and tastemakers.
On February 24th, Australian model and television presenter, Ksenija Lukich hosted an exclusive brand immersion event for top beauty editors and industry insiders.
The launch events kicked off the campaign with impressive social results, with over 400 social posts from Are Media's influencer collective and editors, reaching an audience of over 1.5 million.
With an unrivalled influence in the beauty space, Are Media reaches Australia’s most engaged beauty consumers through brands including BEAUTY/crew, marie claire, ELLE Australia and WHO. The new partnership will see HASK benefit from Are Media’s expert curation, trusted editorial authority and dynamic omnichannel reach across digital, print, and experiential activations.
“This partnership is a match made in heaven, and we’re excited to partner with such a valued beauty brand in HASK,” said Are Media general manager of luxury, Nicky Briger.
“At Are Media, we don’t just report on beauty trends – we set them. Our extensive reach and the unmatched credibility of our editors make us the natural choice for brands looking to make a meaningful impact on Australian beauty consumers.”
“These events also allow us to showcase our newly launched influencer collective, providing brands with unparalleled access to engaged audiences,” said Briger.
Inspired Beauty Brands VP of Marketing, Jaime Kontz, added: “We’re so proud of the new direction HASK is taking in market which has demanded a new way of engagement.”
“Working with Are Media and our Australian agency, Platinum Media & Communications, has ensured we are able to adopt both a digital-first presence combined with a highly integrated storytelling program across various media platforms.”
“Our objective was to reintroduce the brand and connect with new audiences thoroughly via the channels our consumers admire and trust most within the beauty space,” said Kontz.
You can learn more about HASK and find the product range, here.
Image credit: Supplied/Esteban La Tessa
