It’s been an exciting week at Soup HQ this week, as we’ve watched some amazing coverage roll in for our new client, ethical beauty retailer, Freedm Street.

Freedm Street appointed us to promote Eco Wonderland, its first beauty and lifestyle advent calendar, which also happens to be the UK’s first ever completely plastic-free, cruelty-free and vegan one. It was an exciting brief and one we couldn’t wait to get stuck into.

Packed full of luxury eco treats, the calendar is designed to take conscious consumers on a voyage through the UK’s best cruelty-free, vegan and eco-friendly beauty and lifestyle brands, and it’s absolutely gorgeous! We knew journalists would love it, so we set about crafting press releases, organising beautiful press imagery and getting in touch with our beauty and lifestyle contacts to ensure that the calendar is seen in all the right places in the run up to December.

One thing that was high on our agenda was getting the calendar onto ITV This Morning’s beauty advent calendar slot, as Chloe, the owner of Freedm Street, told us this was her ultimate PR dream. It was a tough call as competition is high and we were up against some of the biggest beauty brands in the business, but with a lot of determination and hard work, this week, we did it!

In the show’s slot, famous beauty journalist, Sarah Jossel, talked about the calendar’s amazing product selection and its brilliant ethical and sustainability credentials, while Holly Willoughby cooed over how gorgeous the calendar looks. It was an amazing piece and immediately resulted in sales of the calendar shooting through the roof, demonstrating the power of good PR and resulting in one very, very happy client.

As well as the amazing piece on ITV This Morning, we’ve also achieved coverage in Elle, Marie Claire, Stylist, You Magazine, mirror.co.uk and Vegan Food & Living, and it’s only the start of October!

There’s loads more coverage to come, as well as some exciting influencer-collaborations set to go live soon, so check back for a full case study on the success of our brilliant beauty campaign soon. And if you’ve got a product or brand you want to get noticed, then get in touch.