Carbon Theory

Creating a cult following—

CARBON SELECTS 229

The Brief

Carbon Theory launched in 2019 a single bar of £6 charcoal soap. Developed in their founders kitchen, the product was proven to powerfully transform oily and blemish-prone skin. Within the first year, we owned the beauty, wellness and self-care media space for the brand, with full feature reviews in the likes of Mail Online causing the product to sell out nationwide in just 24 hours.

Action

Our task to was to transform the positive momentum the soap received and funnel it into widespread appreciation for its rapidly growing range of acne-fighting products. Beauty and self-care media are bombarded everyday with new product launches, making it tough to cut-through. For each product launch, we led with real people willing to speak to press around how their lifelong struggle ended with Carbon Theory. These stories together with the brand’s dedication to natural science have allowed us to place Carbon Theory in ever-increasing quality of titles; generating lasting media fans of the brand.

2019 03 17 Carbon Theory Chloe Pink 3599
2019 03 17 Carbon Theory Ellie Blue 1237
2019 03 17 Carbon Theory Jess Blue 4509
2019 03 17 Carbon Theory Tommy Pink 4178

Impact

We’ve placed Carbon Theory in 150+ individual national and consumer titles, including Cosmopolitan, Harper’s BAZAAR, Refinery29, Hype Bae, GQ, Get the Gloss, Forbes, Glamour, Women’s Health, with 100% of the coverage including direct links to Carbon Theory, Boots or Waitrose.

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