Red Velvet Oil x MHPR

Objective
Partner with Kagome Australia, one of the largest tomato processors in the Southern Hemisphere, and NATIVE EXTRACTS Pty Ltd, Australia’s leading phytotechnology company, to launch Red Velvet Oil™ - Australia’s most ambitious upcycled beauty ingredient made from discarded tomato seed waste - and position it as a breakthrough in sustainable beauty innovation.

Strategy
MHPR led a four month phased PR approach, beginning with a launch event and famil in Echuca to showcase Kagome’s Upcycled Ingredient Innovation Hub. This was followed by sustained media outreach across national, trade, lifestyle, agriculture and business press. Key messaging focused on the ingredient’s circular economy story, scientific innovation, and industry impact, supported by media kits, case studies and thought leadership opportunities.

Results

  • Hosted a launch event and famil with local media and stakeholders in Echuca

  • 55+ pieces of coverage

  • 27M + reach

  • Landed a national ABC News online story & ABC County Hour radio interview syndicated across 13.3M listeners

  • Featured in Global Cosmetic Industry, Professional Beauty, Cosmetics Design Asia, Prevention, Mindfood, Trend Hunter and many more

  • Secured stories across local papers and regional TV

  • Collaborated with beauty and personal care brands launching new product development incorporating Red Velvet Oil to amplify coverag

  • Coverage highlights include:

Impact
The campaign not only launched a product, it sparked cross-industry conversations about the future of upcycled ingredients, circular beauty and agricultural innovation.

“I would highly recommend Meg for any PR role that you require. We selected Meg from a competitive search for her strategic pitch, industry contacts and insights combined with instant warmth and instant understanding of our challenging request.

As a tomato processor extacting LycoActiv(R) a bio active carrier oil from Tomato seeds for the cosmetic industry, we had never engaged PR before for any product or ingredient launch.

We needed someone like Meg to cut through the flood of new ingredients for cosmetic manufacturers, with our partner launching Red Velvet Oil to the market in March 2025.

Meg was able to assist Kagome Australia and our distribution partner [Native Extracts] to create a strategy for launch and a subsequent PR plan that achieved great results in traditional print, radio and TV News and more importantly digital formats, worldwide.

Meg was proactive and insightful. I would describe our campaign as exceeding our wildest expectations. I would have no hesitation in recommending Meg and will continue to use her services.”

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