Carbon Theory
Client
Carbon Theory
Services
Earned Media Relations
Studio
Carbon Theory is on a mission to revolutionize skincare for everyone. What started with their Charcoal & Tea Tree Oil Breakout Control Cleansing Bar has expanded into a sought-after range of vegan, cruelty-free products.
Overview
Carbon Theory launched in 2019 a single bar of £6 charcoal soap. Developed in their founders kitchen, the product was proven to powerfully transform oily and blemish-prone skin.
The brief
Within the first year, we owned the beauty, wellness and self-care media space for the brand, with full feature reviews in the likes of Mail Online causing the product to sell out nationwide in just 24 hours.
The solution
Our task to was to transform the positive momentum the soap received and funnel it into widespread appreciation for its rapidly growing range of acne-fighting products. Beauty and self-care media are bombarded everyday with new product launches, making it tough to cut-through.
For each product launch, we led with real people willing to speak to press around how their lifelong struggle ended with Carbon Theory. These stories together with the brand’s dedication to natural science have allowed us to place Carbon Theory in ever-increasing quality of titles; generating lasting media fans of the brand.
We’ve placed Carbon Theory in 150+ individual national and consumer titles, including Cosmopolitan, Harper’s BAZAAR, Refinery29, Hype Bae, GQ, Get the Gloss, Forbes, Glamour, Women’s Health, with 100% of the coverage including direct links to Carbon Theory, Boots or Waitrose.
