At HAPPY PR, we’re passionate about promoting B2C brands with powerful missions and impactful messages, and it’s always a bonus if they promote health and HAPPYness. 

That’s why we were thrilled to work with Girlpalooza, a non-toxic beauty brand that empowers girls to believe in and be good to themselves. 

Client

The idea for Girlpalooza sparked when founder Becky Vandenbroek hesitated after her daughter asked to play with some of her makeup. Becky realized she had no idea what ingredients her makeup products contained or if they were safe for her young daughter. So she set out to create the world’s first vegan, non-toxic, cruelty-free, female-empowering beauty brand.

Girlpalooza launched with lip glosses, all named after inspiring women, like Rosa (for Rosa Parks) and Amelia (for Amelia Earhart). Soon the brand added other beauty and bath products, including body wash, bath bombs, and body butter, all of which come in empowering scents like “Cherry Bomb Boss,” and “Lemondrop Leader.”

It most recently launched nail polish, which is, you guessed it, non-toxic, vegan, and PETA-certified cruelty-free. 

Image source: Girlpalooza

Strategy

Our partnership began right after Girlpalooza’s launch, which meant that its main challenge was increasing brand awareness. So the HAPPY team developed a public relations strategy to land Girlpalooza in front of its target audience of tweens and their parents. We started with local morning shows but quickly moving to lifestyle morning shows throughout the country, and digital media outlets with a national reach.

Wins

During our three-month PR launch, HAPPY secured Girlpalooza more than 20 media features in top media outlets, reaching more than 40 million readers and households around the United States!

The brand’s empowering products graced TV screens in some of the top television markets, including LA, Dallas, Washington DC, Miami, and Nashville. They were also featured in national online outlets, such as Romper, Red Tricycle, and BeautyBrite, among others.

Red Tricycle calls the brand a mom-invented product they “can’t live without” and Romper reassures readers that “everything Girlpalooza offers [is] vegan and cruelty-free, so you don’t have to worry about your kiddo…” 

We’re proud to spread the word about incredible brands that make an impact, like Girlpalooza.

Head to girlpalooza.com to learn more about the brand and its fun, inspiring products!

If you’re looking to speak to your target audience through national publicity opportunities, contact us!