A Nordic Mindful Experience

Earlier this year, our PR agency was very excited to begin working with Nordic beauty brand Urtekram.

Introducing beauty care without compromise, Urtekram offer a sustainable and organic bodycare products covering body wash, shampoo and conditioner, to hand creams and toothpaste.

Beginning 2021 as they mean to go on, Urtekram quickly launched its Blown Away Wild Lemongrass range in January before following with a Tune In Soothing Lavender range shortly after.

With the Blown Away range being particularly receptive to the UK press, we wanted to celebrate the Tune In range in a true Nordic fashion.

Whilst COVID-19 halted opportunities to do a face-to-face launch, we adapted our beauty PR to the virtual world and took to Zoom to create an immersive Nordic experience.

Taking place on the evening of Thursday 18th March, Spa PR hosted a Tune In launch organised for key press and influencers.

The event guestlist comprised of 21 guests which was a mix between seven press, from titles including Independent, Breathe, Cover Media and Grazia. There was also 14 influencers across the beauty and lifestyle sphere, several of these were dedicated eco-friendly or vegan influencers who are particularly suited towards the Urtekram ethos.

Ahead of the event, guests were sent the full Tune In bodycare range which was then used on the evening by Nordic holistic expert, Line Friis who guided the attendees on key ways to use each product to create a more mindful experience.

The virtual event began with a brand presentation by Urtekram’s spokesperson Mia who fully immersed attendees into the brand history along with its key values and credentials. Line then took over to guide everyone through the interactive session, including follow-along tutorials which we were pleased our attendees joined in for the demonstrations. There was also an opportunity for a Q&A with both Mia and Line towards the end of the event which allowed guests to discover more about the eco-packaging and the range itself.

The event garnered a buzz of activity on Instagram with many of the attendees sharing behind the scenes of the Zoom, along with the Tune In unboxing ahead of the event.

Tamara Corin, Freelance writer at Independent said “Thank you all. Great tips. The products smell insane, can’t wait to use and get those massages too!”

Vegan influencer Grace Cicely from @veganbeautygrace said “I loved it – can’t wait to try and share with my followers. Thanks so much!”

Whilst we are very much looking forward to being able to host face-to-face events in the future, the opportunities for virtual events are endless. They have allowed us to adapt with attendees’ busy schedules and create a sense of ease and inconvenience by taking place in the comfort of their home.

If you need help with your beauty product launches, please get in touch here for a free strategy call.