RoC approached us to create a PR mailer to support their best-selling Lip Volumiser, leveraging the product’s reputation as “on everyone’s lips.” The aim was to position it as a must-have beauty essential for press and influencers, while reflecting the brand’s pharmaceutical heritage and adding a playful, socially engaging twist.
RoC wanted a mailer that would:
Highlight the Lip Volumiser as a highly coveted, result-driven product
Reflect the brand’s pharmaceutical credibility while being playful and shareable
Encourage content creation and virality across social channels
Reinforce the product’s 3-minute plumping results, emphasizing efficiency and convenience
Complement an influencer campaign and wider paid media activity
The product itself is iconic — highly effective, socially aspirational, and grounded in a science-led story. The challenge was creating a tactile, visually engaging mailer that communicated both efficacy and approachability, while allowing recipients to experience the product in a memorable way.
We created a mailer that fuses pharmaceutical aesthetics with lifestyle appeal.
Packaging: The Lip Volumiser was presented in a silver prescription-style bag, with the RoC logo on both sides and the playful tagline: “Tear here for a plumper pout in 3 minutes.”
Details: A pharmaceutical-style prescription receipt, branded sticker, and information card accompanied the product, creating a cohesive unboxing experience.
Tone: The mailer struck the balance between RoC’s clinical credibility and a fun, social-first approach, encouraging recipients to share their experience online.
Outcome
The PR mailer delivered a high-impact, tactile experience that reinforced RoC’s positioning as a science-led yet socially engaging beauty brand. Press and influencers received a product experience that was visually striking, memorable, and instantly shareable — amplifying the Lip Volumiser’s desirability while celebrating its results-driven story.
