WOODSTOCK, CT: Specialty retailer Crabtree & Evelyn has hired two agencies to broaden its appeal to younger women by using celebrity tie-ins, special events, and media outreach.
Mullen, a Massachusetts firm, will have a five-person team working on regional media and special events. New York-based Siren Public Relations will have four staffers working on outreach to fashion and beauty publications, as well as to celebrities, said Winnie Beattie, president of Siren.
PR spending with the two agencies in the next 12 months will be well into the six-figure range, said Catie Briscoe, Crabtree's director of PR.
"We're a best-kept secret," she said. Company research found that consumers generally don't know where its 160 US stores are located, for example.
Messages will stress brand heritage, product authenticity, and an ability to help consumers relax in a fast-paced world.