CyDen’s marketing strategy is to be the most recommended brand in the category, and as such identified ‘Winning on the web’ as a key strand for communications. To achieve this, CyDen is running an ambitious social media campaign for iPulse through Grappa PR and Communications.

Starting at the beginning of April, the campaign has already generated impressive results in a short space of time, with many of the most influential beauty bloggers and vloggers (video bloggers) reviewing Boots Smooth Skin, powered by CyDen’s iPulse technology. This in turn is generating buzz, word of mouth and recommendations about the product among consumers online, increasing brand awareness and driving sales in-store and via http://www.boots.com/en/Boots-Smooth-Skin/.

Some of these influential blog sites for beauty and fashion-conscious females have active subscriber numbers close to 90,000 people. That’s a bigger audience than many mainstream women’s magazines. Factor in the high levels of interactivity that exist among subscribers and site visitors – many of whom are actively seeking out information and advice - then it is easy to see why authentic endorsements of Boots Smooth Skin are proving so valuable. For example,Tacky Blue Eyeshadow is currently charting her progress with Boots Smooth Skin. Beauty Scribbler and Lollipop 26 are equally as enthusiastic – and they are just the tip of the iceberg.

See Left: Screen shots of Tacky Blue Eyeshadow, Twitter and Facebook.

Key beauty websites are also being targeted. Editorial coverage has been confirmed on leading sites such as handbag.com and sofeminine.co.uk, which each have audiences in excess of 1.5million. Grappa’s social media campaign also includes Twitter, Facebook and online forums, which together are successfully delivering an audience of 25-45 year old women. Mainstream press interest is also being carefully managed. Influential titles such as the Daily Mail and Grazia have been primed to encourage their readers to make Boots Smooth Skin an essential part of their beauty regime. And who can blame them? iPulse technology is the only safe, painless and effective way to achieve permanent unwanted hair removal.

The social media campaign will gather pace in the UK - while after dipping its toes into the digital waters of Spain earlier this year, CyDen is planning a bigger splash. You can find out more by contacting Allisyn James at CyDen.