Pangaea, the parent company of two leading personal care brands, Lumin and Meridian, has named Diffusion as its public relations agency of record. Diffusion’s campaign for Pangaea will build brand awareness for both Lumin and Meridian, who together provide a suite of best-in-class skincare and body hair grooming essentials, including supporting numerous upcoming product launches, expansion into retail and partnership announcements.
Diffusion’s PR campaign for Lumin and Meridian will focus on generating significant buzz for each brand among core target audiences, ultimately aiming to build awareness that will not only educate consumers on the benefits of male skincare and genderless body hair grooming, but also increase sales for Lumin and Meridian in the U.S. Diffusion will also grow relationships through targeted media relations efforts across the mainstream lifestyle and consumer spaces to increase widespread brand awareness in support of core retail launches, seasonal sales, new products and evergreen offers.
Lumin helps illuminate men’s full potential, offering products that empower and enable them to take control of their skincare problems with simple and effective solutions. Meridian offers body hair grooming essentials that empower people to own their self-expression. Meridian’s premium products, including The Trimmer, provide versatile, functional tools for all bodies that inspire people to groom in any way that makes them feel confidently themselves.
Ingrid Jackel, President of Brands, Pangaea, commented: “Lumin and Meridian are two brands that both stand for empowering people to feel more confident in their own skin. With Lumin for example, we want men to illuminate their full potential by shining a light on simple, effective skincare solutions that take care of their skin problems. When it comes to Meridian, we’re encouraging people to revamp their routines and relationships with body hair and in doing so, are providing the tools for people to navigate their own grooming journeys. Diffusion has a real understanding of the evolving retail industry, which will be helpful to us achieving our ultimate goal of having Lumin be the first brand that comes to mind when someone thinks about the top men’s skincare brands and for Meridian to be positioned as the brand owning the act of body hair grooming and self-expression, regardless of gender, body shape or body hair preference.”
Kate Ryan, US Managing Director, Diffusion, commented: “Working with emerging brands who are turning existing business models on their head is exactly the type of work we’re passionate about at Diffusion. Lumin and Meridian are two brands challenging the status quo when it comes to the personal care landscape, creating upscale, innovative, design-forward products that are changing the way consumers are approaching their own personal self-care routines. There’s so much story here to tell, and we’re here to help consumers understand what makes these brands so unique and the gaps they’re filling within their respective industries.”
PRovoke Media: Pangaea appoints Diffusion PR