Playful, fearless and fabulous; PMC welcome Eylure to the Agency


We are thrilled to welcome global false eyelash brand, Eylure, to the agency and we are so excited to launch their Australian digital presence and publicity program this week!

Eylure have established themselves as trendsetters and innovators in the industry, and are recognised internationally as the number 1 lash brand for eye beauty. We have embraced their ‘playful, fearless and fabulous’ brand messaging to develop a digital strategy that targets Australian women to increase brand awareness and re-engage lapsed customers.

With a focus on key content pillars that have been identified as interests of the Eylure ‘girl’, we have developed an Instagram exclusive program that embodies all things beauty, travel and wellness in a celebration of female confidence and community.

An Australian Influencer outreach program that connects Eylure with high-profile bloggers, make-up artists and celebrities will be launched to create brand conversations, reach new and engaged audiences and to help establish Eylure as the leading eyelash brand in Australia. Blogger content will also be shared across Eylure’s social media channels to demonstrate the lashes being worn and to build a connection with Australian faces as the establishment of the Aussie ‘girl gang’.

A hashtag strategy will be implemented to employ various tags that are unique and relevant to the Australian community, as well as to promote a re-occurring competition program to drive channel growth and the digital community.

In order to further educate consumers, differentiate the brand and demonstrate leadership in the Australian market, PMC have identified Instagram highlights and stories as a fundamental element of the digital marketing strategy. We have developed a range of highlights and story content to take the user on a brand journey whilst focusing on FAQs, tips & tricks, brand collaborations and lash styles.

The agency will also be launching a digital advertising program to drive brand awareness and digital growth, establishing Eylure as a fun, glamorous and innovative brand steeped in a heritage of trust and authenticity.

Follow us on Instagram to see Eylure’s exciting journey over the coming weeks.

Image credit: @jdolls


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