LONDON — The beauty public-relations network in London is getting shaken up, as more individuals from big agencies and in-house brands go on to open their own consultancies specializing in traditional public relations, events, talent management, influencer and brand partnerships.
Amelia Shean, previously head of PR and VIP relations at 111Skin, is building her own blocks with Shean Communications, a boutique PR agency and consultancy.
She will be taking on 111Skin and Chämpo at her new venture, providing consultation and strategy.
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Chämpo is currently the fastest growing hair care brand in the U.K., according to the brand. It’s already stocked in Harrods and Selfridges.
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The agency will be mainly focusing on the U.K. and U.S. markets, where Shean will be supporting on traditional PR; influencers and key opinion leader strategy; product and retail launches; event curation; storytelling, and continuing her work with VIPs, from targeting to seeding.
“The landscape is completely changing, you can’t follow a formula of drafting a press release and sending it out, it’s just not going to work. At 111Skin, we’ve started partnering with fashion houses and that part of the business has been really great for us in terms of going to a bigger network,” said Shean.
The brand recently partnered with Erdem for its spring 2024 show during London Fashion Week, where backstage models were pampered with 111Skin skin care products and masks before going into the makeup chair.
It’s a tactical synergy for fashion and beauty brands with the same clientele. At New York Fashion Week, 111Skin partnered with Jason Wu and Staud.
Shean Communications has been self-funded by Shean — in the early days, she’s ruling out any investors in her business.
She started her career at Bacchus Agency as a PR executive on the lifestyle team working on The Ivy and Perrier-Jouët before jumping ship to The Communication Store, now rebranded as ScienceMagic.Inc.
At TCS, she took on the role of PR manager on the lifestyle team working on clients such as Bamford and Regent Street.