Iyvos Skincare x MHPR
Objective
Relaunch Cosmology as Iyvos with a new name, packaging and brand identity, repositioning the brand as a modern, science-backed cosmeceutical range within a highly competitive skincare category.
Strategy
MHPR delivered an integrated PR, affiliate and influencer strategy to drive awareness, credibility and consideration. This included leveraging affiliate partnerships with key publishers to increase traction and commercial visibility, proactive media pitching across print and digital, and positioning founder Gabrielle Singh as a dermal therapist and skin expert to build authority and share of voice. MHPR also managed end-to-end influencer partnerships, sourcing brand-aligned talent, negotiating rates, contracting, briefing and overseeing content delivery and approvals.
Results
44 media features
25M+ total reach
Coverage in tier one titles including Body + Soul, ELLE, News.com.au, Fashion Journal, Australian Women’s Weekly, Cosmopolitan, Skin Inc, Refinery29, WHO Magazine, Eat Live Escape and more.
25 pieces of influencer social media content created
Coverage highlights include:
“Soft Skincare: The Evolution of Gabrielle Singh” - Skin Inc
“Wait, What Actually Is A Peptide And Why Should You Care?” - Cosmopolitan
“How to tell if your acne is fungal, according to two skin specialists” - Fashion Journal
“The Secret to Glowing Skin? Gabrielle Singh Reveals Why the Microbiome Matters” - Eat Live Escape
Impact
Product placement grew brand awareness and desirability, founder-led storytelling and expert commentary strengthened Iyvos’ science-led positioning, while affiliate and influencer activity supported product discovery, credibility and conversion, successfully re-establishing Iyvos as a credible, expert-driven cosmeceutical brand.
