Mind+Matter’s consumer health team was chosen as the strategic comms partner to handle beauty and influencer PR for the Rhyme & Reason range.
SLG, which also markets Fat Face and Zoella Beauty products, chose the agency following a competitive four-way pitch.
Mind+Matter’s beauty team will work with Rhyme & Reason to help the brand develop “deeper relationships with its customers”, as well as providing consumer PR services.
The agency will help launch the brand with an earned media project built on trial and recommendation, by getting the products into the hands of the media, as well as health and beauty influencers.
SLG brand ambassadors with expertise in haircare, trichology and marine biology will work alongside the Mind+Matter team.
The products, which are sold in containers made from completely recycled and recyclable material, will be marketed as being eco-conscious, vegan, cruelty-free, and dermatologist-approved.
The account will be led by Holly Ford, associate director at Mind+Matter, while a 24/7 consumer campaign press office will be handled by the agency’s Jess Little and Charlie Morris.
It is the first UK client win the agency has announced since its creation after parent company Ashfield Health merged Pegasus, Ashfield Digital and Creative, and Cambridge Biomarketing last month.
The stated aim of the new agency is to bring data and emotion together to drive behaviour change.
Ford said: “Rhyme & Reason… is at the forefront of an important haircare movement – eco-friendly, healthy for the hair and scalp and high-performing – which means it aligns perfectly with our healthy beauty team mission to make things matter in beauty.”
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