Taurus helps launch beauty app LASHD using strategy and event skills
Long-standing entrepreneur returns to Taurus to disrupt the beauty industry
The LASHD Vision
Serial Indigenous entrepreneur Joanne Pellew sought out TauSerial entrepreneur and long-standing client Joanne Pellew returned to Taurus to assist with her new venture – creating and launching her dream beauty App LASHD, through our Taurus AppLauncher© service. LASHD is an on-demand App that brings beauty services straight to your door.rus for a launch and marketing strategy for her start-up App codenamed ‘The Look’, now re-branded as Lashd. After getting to know Joanne personally, the Taurus team identified the PR potential behind Joanne’s very own personal story and determination. As a multifaceted entrepreneur, Joanne is a successful advocate of the Indigenous community and has enabled the creation of jobs for thousands of Indigenous workers through two successful companies.
The Challenge
Joanne cites being time poor as the major reason why she created LASHD. After researching beauty trends and beauty Apps in the market, Joanne wanted a more efficient and accessible service that covered a wider aspect of the beauty industry with both consumers, beauty professionals and suppliers benefitting from the service.
Accessible directly via mobile phone, LASHD helps consumers request and book a range of beauty services to be delivered at their convenience, in their own home, office or hotel. Users can review and select from a range of services or artists and partnering specialists in hair, nails and make-up, tanning, and many more!
Taurus set the product and business strategy
Dubbed the “Uber of beauty”, Joanne’s objective was to learn from our App experience to ensure she went about the App development in the right way from the beginning – in fact before the developers even started.
Joanne had worked with Taurus on her entrepreneur and business brand for some years, so we were already tried and trusted to help with her new venture.
The Taurus PR team was engaged to create the comms strategy, messaging, generate awareness and build buzz around the launch of LASHD App.
A beautiful and exclusive event with friend Lisa Messenger, influencers and media
Event Strategy & Execution
The Taurus experiential and events management expertise came together to conceptualise an exclusive launch event at the Dockside Group’s L’aqua Venue and compiled and managed a guest list of influencers, media and VIPs.
The event was hosted by Taurus friend, serial entrepreneur, author and CollectiveHub founder Lisa Messenger, along with key personalities such as fitness model Lauren Hannaford.
Taurus helped Joanne and the LASHD team establish relationships and stimulate active conversations with media and influencers.
The LASHD brand worked across every touchpoint
Brand Integration Success
From guestlist to design and branding, Taurus ensured the event was on brand and on message across every touchpoint. Subtly and beautifully done, using LASHD branding across all venue decorations including table settings with LASHD logos and App codes.
The attendees were invited to download the App and spread the word and beautiful branded giftbags were very much admired.
The event included a live Q&A interview session between Lisa Messenger and Joanne Pellew, and we helped construct questions that would not only convey the message of the brand and highlight its high quality functionally but also drive conversation about LASHD. The Q&A session connected Joanne’s story to the LASHD brand, clearly depicting the two sides of the App from a consumer, business, entrepreneurial and creative perspective.
To further illustrate the functionally of LASHD, a live App demonstration was conducted to showcase how both consumers benefit from the App and how the App helps grow the businesses of those in the beauty industry.
#LASHD trending well after the successful launch event
To encourage online posts and discussion during and post-event, Taurus created a #LASHD hashtag to drive online conversations, starting with the credible influencer event attendees who passed the message on to their large follower base, all in our target audience.
This played a key role in increasing online exposure of the brand, amplified the event and most importantly, encouraged followers to become part of the conversation simply by downloading the App. The event resulted in 82 online posts, reaching over half a million people, which continues to grow.
Media Coverage Achieved
Media Attendees included: Marie Claire, Body and Soul, BeautyHeaven, The Brew, Who, That’s Life, New Idea, 9Honey!, Beauty Expo and CollectiveHub amongst others!
“Joanne – an inspirational, hands-on and self-taught entrepreneur has diversified her already vast portfolio to fund and drive the beauty industry, creating an app that gives you access to an expert, trusted ‘glam squad’ around the clock whether you are juggling babies or leading boardrooms! She is disrupting the existing beauty industry to offer a premium, convenient experience for women on the go. From formals to weddings and more, your beauty needs will be met by the LASHD squad.”
– Blush Digital Magazine
What Taurus did for LASHD
- Taurus AppLauncher
- Taurus PR
- Taurus Events and experiential
- Taurus Profile personal branding
- Influencer and social media engagement
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