This May, Flipside PR celebrated the launch of essence and Catrice Cosmetics in Primark with a press and public activation.
essence Cosmetics and Catrice Cosmetics are represented by Flipside PR in the UK. Contact us to find out more.
ESSENCE X CATRICE X PRIMARK LAUNCH – PR ACTIVATION TO DRIVE BRAND AWARENESS
To mark the official launch of essence and Catrice in Primark stores, Flipside executed a vibrant, high-impact PR activation designed to maximise visibility and engagement. A custom bright pink ice cream truck – fully branded to reflect the fun, bold identities of the two cosmetic brands – was stationed for a day in London’s iconic Trafalgar Square. There, members of the public enjoyed complimentary ice cream and sorbet, while also receiving a curated goodie bag filled with must-have hero products from both essence and Catrice. Each bag included an insert card detailing the launch. It also listed the Primark store locations where the products are now available.
The activation served as a strategic, consumer-facing moment to raise immediate awareness, spark curiosity, and build excitement around the retail partnership. The response was overwhelming! The team gave away all ice cream, sorbet, and over 1,000 product discovery bags. The activation demonstrated both strong public interest and high engagement.
Building on this momentum, Flipside extended the campaign by taking the branded truck to key media houses. This included Bauer, Future, and Hearst. This press-focused leg of the activation enabled direct interaction with beauty editors and content creators, offering them complimentary ice cream and hero product gift bags. The inclusion of launch details reinforced brand messaging and also ensured editorial teams stayed fully informed and product-equipped to share the news.
This dual-pronged approach – engaging both consumers and media – was instrumental in driving widespread awareness. By creating a memorable, sensory brand experience, the activation helped essence and Catrice make a bold statement about their arrival in Primark. Furthermore, it generated immediate buzz, strengthening their presence in the competitive beauty market.
Work With Flipside PR
If you want to work with us to plan and execute impactful product launches and activations like this one, we’d love to hear from you. Flipside PR is London’s leading beauty and lifestyle communications agency. You can learn more about our events services here.
Our traditional print & digital PR expertise are ever-evolving to suit the digital landscape, and we’d love to work with you to bring your brand stories to life.