objective:

Legacy wellness brand Diva expanded its offerings with the launch of Vulva Care, a new line designed to support women and people with vulvas through every stage of life. Our mandate was to drive awareness, destigmatize pelvic health conversations, and position Diva as the leader in luxury intimate wellness in Canada and the US.

EXECUTION:

We activated a multi-tiered PR strategy across the US and Canada, combining earned media, influencer gifting, paid partnerships, and experiential events.

Media Relations: Built a media matrix, pitched lifestyle, beauty, health, and business verticals, and leveraged spokesperson Dr. Sara Reardon alongside Diva leadership to drive credibility and conversation.

Influencer Relations: Curated 100 gifting mailers and partnered with three paid creators to deliver authentic, message-driven content.

Events: Hosted two launch events (Toronto + NYC) featuring guided wellness classes, branded experiences, and product education for 65+ press, influencers, and community leaders..

Outcome: 

The launch secured 213 pieces of coverage and 9.3M+ impressions across press and social. While media relations proved challenging due to the sensitive category and broader news climate, we drove strong results through influencer partnerships, gifting, and IRL activations. Events in Toronto and NYC generated significant buzz, with attendees from outlets including Allure, InStyle, WWD, Cosmopolitan, Chatelaine, and more, resulting in 6.3M+ social impressions and overwhelmingly positive feedback. This launch laid the foundation for ongoing pelvic health education, expanded Diva’s positioning in the wellness space, and reinforced the importance of proactive intimate care.