Kaeā Skincare

The project

Hustle & Bustle was engaged to support the New Zealand launch of global beauty and wellbeing brand Kaeā - a small, consciously curated product range designed to nourish the skin and soul and give back to the land it comes from in the far north of Aotearoa.

Our approach

Our comprehensive media relations campaign introduced Kaeā’s mission of bringing together a new generation of powerful, performance-led botanical skincare with an enduring commitment to conservation and biodiversity, challenging consumers to think differently about their skincare and the values that inform their purchasing decisions. Targeting premium beauty, luxury and lifestyle publications, we actively championed Kaeā’s circular business model, one leading with sustainability and commerce side by side, while also profiling brand founder and ecopreneur, Suzan Craig, through considered media opportunities that reinforced her credentials as a thought leader in sustainability and decarbonisation. In addition to delivering earned media outcomes, Hustle & Bustle identified like-minded brand ambassadors within the beauty and skincare industry to partner with Kaeā, driving authentic brand advocacy, education and awareness amongst our target audience.