Case Studies / First Aid Beauty
First Aid Beauty – Working as UK Country Managers for the skincare brand by Lilli Gordon
First Aid Beauty (FAB) is a US skin and body care brand founded by Lilli Gordon in 2009 and sold to Procter and Gamble in 2018. Following a recommendation from Boots, The Red Tree was engaged by FAB in 2010 to act as UK Country Managers. Our role was to secure retailers and distributors in the UK and Europe and drive retail sales. FAB pioneered solution-based skincare at a time where it was a newly emerging trend.
First Aid Beauty needed to secure retailers and distributors in the UK and Europe and drive retail sales.
What We Did
The Red Tree advised prioritising social media to communicate this message which was also in its infancy at the time. One of the major drivers of the brand’s success was to develop account relationships to create and align the corporate marketing activity and messages with the retailers marketing plans and focus. Our retail strategy included establishing a flagship store (Selfridges) and securing listings in major retailers, both bricks and mortar and online across the European region.
We managed FAB for the next 7 years, growing the brand to a multi-million-pound business, before it was sold to P&G in 2018 for a reported $250 million