URJA
INTIMATES
The challenge
URJA Intimates is a new-to-market sexual wellness brand developed by Dr. Sherry Ross and the URJA Beauty team. After continuing to treat Hollywood’s leading ladies, including Gigi & Bella Hadid, Reese Witherspoon, Jennifer Garner and more for over twenty years, Dr. Sherry decided it was time to expand her horizons and create women’s health products that would help keep intimate areas clean, hydrated and healthy. The Brand Agency was tasked with leveraging Dr. Sherry’s celebrity doctor status to create thoughtful media coverage for URJA Intimates and executing a gifting program for editorial gatekeepers and unpaid influencers.
Data-driven Results
When pitching out URJA Intimates, we wanted to make sure we crafted thoughtful stories that aimed to educate audiences about the importance of taking care of your areas down south. In doing so, we offered Dr. Sherry up to editors to speak about larger topics surrounding women’s health so she could tie URJA Intimates back to these conversations. Knowing URJA Intimates is a niche start-up beauty brand, we also targeted mid and micro influencers with our gifting program so we could generate organic social media posts that did not command a fee.
Our media campaign for URJA Intimates generated over 70,669,890 impressions for the brand at launch and created educational messaging using Dr. Sherry as a go-to source on women’s health. We secured thought provoking pieces in outlets like Forbes, The Coveteur, Vogue, Byrdie, Beauty Independent, New Beauty (Print), Harper’s Bazaar (Print), CEW and more.
