Cosy Aromas make a beautiful range of highly scented soy wax melts and candles from their warehouse in Ipswich and worked with Prominent from June 2020 to elevate the brand and increase sales.
With the country in lockdown, people were spending more money on making their house a home and as a result, businesses such as home fragrances grew incredibly – so there was a great opportunity for them to jump on to, and the business grew fast.
Initially the brand was entirely B2C, selling products solely online and through a Facebook community. The company subsequently bought its first physical shop in Felixstowe and then later expanded to white label goods, with 20 B2B customers.
As they have grown our support had to flex and grow.
Our primary aims were:
The in-house team had years’ experience of social media advertising, digital marketing and SEO, so it was vital that our work complimented this, ensuring synergies between the in-house team and us as their external partner.
Much of our initial work with Cosy Aromas involved developing relationships with social media influencers, sending out samples, collating reviews and building a network of Cosy ‘ambassadors’. We know that third party endorsement is the key to good consumer PR, and we had this in abundance.
This influencer marketing has been hugely successful with a number of influencers sharing content with very large online audiences and generating sales as a result.
This led on to the development of partnerships with celebrities and we are currently in discussions with a leading UK television presenter and household name to create a bespoke scent in her name.
We have also supported Cosy Aromas to develop further lucrative partnerships and the brand is in discissions with a well-known ice-cream brand to create an ice cream scented range of candles on their behalf.
Our team has utilised a number of stories from the Cosy Aromas owners – Paul and Tamar to generate local and national coverage. The most powerful of these has involved the couple’s fertility battle to have children.
When a brand has strong personalities behind it then it can generate amazing opportunities both for brand recognition and also sales.
This focus on the people behind the brand led to Prominent brokering a collaboration with the Miscarriage Association to create a charity scent – a candle and wax melt – that donates 30% of sales to the charity and is used to unite a community of people who have all experienced baby loss.
The candle was launched with an initial soft-sell into both regional and national glossies followed by the official launch a week after. We generated a large number of national women’s interest magazine coverage - including Chat, Bella and Take a Break – who were keen to showcase the story in October to mark the national Baby Loss Awareness Week.
Cosy Aromas also worked with Prominent to promote sales of a wax melt called Life is Beautiful created in honour of Sir Captain Tom Moore. Proceeds from the sales were donated to the Captain Tom Foundation to help the legacy of the inspirational centenarian live on.
To work most effectively with Cosy Aromas, our B2C team visited the warehouse to work on site one day a month, and then worked on a retainer basis for the rest of the month.
Call us on: 01473 276126
Email us on: hello@prominentpr.co.uk
