TORSTAR was engaged to launch Drew Barrymore’s FLOWER Beauty into Australia and was responsible for one of the biggest three-day beauty press tours in this market.

The team at TORSTAR negotiated a ground-breaking partnership with Marie Claire in Australia, which resulted in a sell-out magazine front cover and successful consumer event – ‘An Evening with Drew’ – for Drew’s first live appearance in Sydney on the tour in April 2019. This kick-started brand momentum resulting in TV, digital and print coverage that drove 10,000 new followers to the #flowerbeauty social media account within a 24 hour period – the largest increase for any country launch.

TORSTAR created an influencer and media activation at the iconic Icebergs Bondi Beach, which saw founder and brand creator Drew Barrymore engage personally with each guest and deliver her brand message to a curated audience which generated media coverage across all major digital media platforms and drive sales for distribution partner Chemist Warehouse.

On day three we led the communications for Drew’s appearance at Westfield Parramatta where thousands of shoppers queued to catch a glimpse of the actress and entrepreneur and hear her talk about the inspiration behind FLOWER Beauty.

“We are proud to partner with FLOWER Beauty which is aimed at empowering women to embrace their own form of beauty,” said TORSTAR CEO Tory Archbold.  “Our strategy delivered an impressive level of media attention which delivered on all of our strategic brand recommendations for the three-day press tour. The coverage achieved, including the front cover of Marie Claire was an outstanding result for the FLOWER Beauty brand.”

FLOWER Beauty is available in over 300 Chemist Warehouse stores nationally.  The 100% cruelty-free and affordable luxe cosmetic brand was inspired by Drew’s years of experience in the makeup artist chair. Its innovative high-quality ingredients and premium packaging have made Flower Beauty one of the fastest growing cosmetic brands in the US.