Rodial and Nip + Fab
“Jill Kent is one of the hardest working PRs and publicists in the business. PR Superstar delivers excellence every time.”
Maria Hatzistefanis, Founder & President, Rodial and Nip + Fab
In 2011, former New York and London financier turned A-List skincare entrepreneur Maria Hatzistefanis, founder and president of global skincare brands Rodial, and Nip + Fab, chose me to handle her personal PR and brand PR, which I have done ever since. Rodial is a worldwide phenomenon and has earned a slice of the ferociously competitive £800m luxury skincare market in the UK thanks to high-performance beauty products that are seen as a natural alternative to cosmetic surgery. Fans of Rodial include Lady Gaga, Gwyneth Paltrow and even the Duchess of Cambridge, Catherine Middleton.
Nip + Fab is premium skincare for everyday concerns at everyday prices. Designed to deliver targeted treatments for the face and body, formulas are crammed with innovative and natural advanced skin smoothing, boosting and firming ingredients. Rodial and Nip + Fab are based in London with a £20 million turnover. As Hatzistefanis wanted to be known as the face of her brands, I was bought in to grow both her personal and brand profiles, specifically in the UK and US business media where coverage commands high credibility, followed by lifestyle media, here in the UK and across the pond.
I created a multi-pronged PR plan including a ‘personality-led’ feature placement campaign in the business sections of the quality national newspapers heralding Hatzistefanis as a rising star in the female entrepreneur world. Secondly, I organised a thought leadership PR programme in specialist business and entrepreneur magazines with Hatzistefanis sharing her invaluable business insight and experience. And lastly, ‘talking head’ and guest expert opportunities on business-specific TV programmes, which caught the eye of producers from the BBC to CNN.
All the PR materials emphasised her business credentials and how she has single-handedly turned her business, which she started in a tiny home office, into a multi-million pound global beauty business empire, with Rodial products selling in Harrods, Harvey Nichols and Selfridges in the UK. I highlighted how Hatzistefanis has cleverly created revolutionary products with distinctive marketing, such as the famous anti-ageing ‘Snake Serum’. I added pizzazz to the business story by revealing that Rodial has a cult following amongst A-List celebrities and drew comparisons with other well-known female entrepreneurs.
The campaign achieved full-page and half-page photo features in the business sections of The FT, The Sunday Times, The Daily Telegraph and Bloomberg Businessweek. Women’s magazines such as Vanity Fair, Marie Clare, Red, Stylist and Cosmopolitan ran features on Hatzistefanis and her unstoppable career. Whilst other women’s publications such as Elle, Glamour and Harper’s Bazaar ran profile pieces where Hatzistefanis shared her beauty advice. I also generated coverage in The Times, The Sunday Telegraph, The Mail on Sunday and The London Evening Standard with angles around Hatzistefanis’ family and home life. She even featured in The Sunday Times ‘Fame & Fortune’ slot.