• Creative Partnerships
• Event Management
• Influencer Relations
• Public Relations
• Social Media

The Dana Agency was hired by DG Cosmetics to launch BRITTO® Skin, the first signature skin care brand by globally recognized pop artist Romero Britto. The bright and clean beauty line was launching in Miami with 13 SKUs in four collections—5C Radiance, Ultra Hydrator, Advanced Renewal and Barrier Defense—all made with high-quality ingredients designed to nourish and protect skin from harmful pollutants.

To introduce BRITTO® Skin to the U.S. market, with a focus on South Florida, The Dana Agency created a PR campaign to build brand buzz in the marketplace to drive consumer awareness, website and social media traffic, and e-commerce sales. Given the time of year the collection would launch and Britto’s notoriety within the arts world, our agency planned and executed a launch party for art collectors, beauty enthusiasts and media at Britto Palace, Britto’s global headquarters in Miami, during Miami Art Week.

The event kicked off Miami Art Week festivities and included curated cocktails, skin care samples and photo-worthy moments with Britto while surrounded by his art. Our campaign included timely pitches such as the “Art of Beauty” on artists making artfully packaged beauty products and gifts for the holidays. To further seed brand awareness, The Dana Agency sent media mailers to local and national beauty and lifestyle editors and writers, including Upscale Living Magazine, HOLA! USA, Condé Nast Traveler, Global Billionaire Magazine and more.

Over 90 days, The Dana Agency reached 137 million impressions from online placements, including MSN, NBC News, Happi, CEW and South Florida Business Journal; 54,197 readers from print placements including Aventura Magazine, Palm Beach Illustrated, Miami Community Newspapers and Miami Today; 39 million viewers from broadcast clips, including Telemundo 51 and NBC 6; and 18 million impressions from social media coverage. In addition, our agency secured 27 media mailers.