Sabon

Situational Analysis

When Sabon, a chain of bath and cosmetic products, decided to launch their first Canadian store, they needed a PR agency to help them engage customers and media about the various Sabon products. Sabon chose NKPR because of its innovative strategies and history of client success to help build positive recognition through increased presence in the media.

Objectives

1. Engage client base/target audience through an increased profile
2. Generate local/national print media coverage
3. Enhance brand recognition
4. Develop and deliver strong and consistent key messages
5. Position Orit Natan, owner of Sabon, as the media "go-to-source"

In undertaking this PR initiative, NKPR has helped to make Sabon one of the most trendy and well-known skin and body care retailers in Canada. Through an effective, strategic approach and a strong media relations campaign, NKPR has communicated Sabon's key messages and philosophies to both the public and media. Extensive media coverage within national publications has resulted.

Editorial Highlights

1. "The Israeli-born beauty boutique Sabon uses the best of the country's rich natural resources to deliver the most delicious, skin-smoothing body products". -Weekly Scoop
2. "I feel pretty, oh so pretty…and it's thanks to Sabon shower oil. It does a spectacular job at both leaving your skin smooth, soft, and delicately scented." - Globe and Mail

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