Dear Dahlia
Top-Tier Global Media Coverage for K-Beauty Brand
I led global brand expansion initiatives by addressing a key market challenge: building brand awareness and credibility in European and Japanese markets where editorial media carried more influence than influencer marketing. I developed and executed market-specific editorial and media relations strategies aligned with local media ecosystems.Also, I activated retail-led press initiatives to connect media exposure with real consumer engagement.
Role
Global PR Manager
Period
Jan 2020 ~May 2020
Target Markets
UK / France / Italy / Japan / US
Challenges
1 . Building brand awareness in European and Japanese markets was challenging due to a heavier reliance on traditional and editorial media over influencer marketing
Despite securing distribution through prestigious retail channels such as Galeries Lafayette in France and La Rinascente in Italy, the brand faced the challenge of establishing credibility and visibility in markets where top-tier media validation was critical to brand perception and position. In European and Japanese markets, brand growth relied far more on editorial coverage and major media influence than on influencer marketing, which was less effective compared to North America.
2. Sustaining Brand Engagement During COVID-19 Disruption
As COVID-19 halted all offline activities and sharply reduced in-store sales, the challenge was to maintain brand visibility and consumer engagement through strategic, always-on communication tailored to global lockdown conditions.
Outcomes
Within five months, high-impact media strategies delivered the following results across five countries.
*Circulation: number of copies of a publication has distributed
*Visit: number of average visits to magazine website
*Ad Value: cost of buying the space taken up by a piece of media coverage
Media I've collaborated with
Product Strategy
STRATEGY #1
Market-Specific Editorial & Media Relations Strategy
Planned and executed market-specific editorial calendars across UK, France, Italy, Japan markets, aligning product roadmaps with local media landscapes. Developed localized press kits and PR materials to ensure consistent brand messaging while adapting narratives for each market, and secured high-impact media opportunities—including exclusive features, social advertorials, and CEO interviews—through strategic partnerships with top-tier publications to strengthen global brand positioning.
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Cosmopolitan FR
“Why We Love Dear Dahlia, the Vegan Makeup Brand That’s Taking Off”
Forbes UK
“Luxury Vegan Makeup Brand Dear Dahlia Brings All The Sparkle”
Tokyo Bargain Mania
“Dear Dahlia’s Latest Vegan Beauty Launch Promises Smooth, Matte Skin That Beats the Summer Heat”
STRATEGY #2
Retail-Led Press & Media Activations to Build Local Credibility
