Soho House beauty brand Cheeky retains W

Soho House beauty brand Cheeky has appointed W to handle its PR on a retained basis after a competitive pitch.

Cheeky: promoting its beauty parlour in Shoreditch

W has been briefed to use traditional and social media to establish Cheeky as a "trend-led accessible brand" and drive footfall to its parlour in Shoreditch. The agency will be responsible for managing Cheeky’s social channels, delivering content, and building connections with cultural influencers.

Cheeky's PR has previously been handled by Beauty Seen PR, and is now working only with W.

W delivered a digital campaign to launch Cheeky in October last year and works across Soho House’s portfolio of public-facing brands, including Chicken Shop, Soho Bar & Kitchen, Electric Diner and Pizza East.

The agency will report to Christina Russillo, managing director of Soho House spa brand Cowshed and Cheeky.

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