P&G — OLAY

OLAY FACE ANYTHING CAMPAIGN, MEDIA BUYING + EVENT + INFLUENCER CAMPAIGNS

PROBLEM: Olay brilliantly organized a Broadway musical, whose central conversation piece and spotlight were its newest skincare lines for a variety of skin types, from oily to dry. Olay wanted to create a campaign to raise awareness and make Olay more trendy and relevant among urban millennials.

SOLUTION: Amra & Elma contracted influencers to amplify efforts to sell tickets and seamlessly market the skincare lines while getting ready for the show, during the show, and after the show. Influencer content was further amplified through paid social across platforms, including Instagram. The show was a complete success, with all tickets sold out, and the audience was so thrilled that they organically used Olay’s hashtags #OlayLive and #RoadToGlow even after the show.

STATS: 10 influencers (micro, mid-level, and macro); 200+ organic posts; 1.5+ million estimated impressions; 160K estimated engagement.

LVMH’S IL MAKIAGE

RAISING AWARENESS FOR A BRAND LAUNCH, EVENT + INFLUENCER CAMPAIGNS  

PROBLEM: IL MAKIAGE, the digital-first prestige beauty brand, wanted to promote its new highly differentiated and all-encompassing e-commerce store. Their in-house team spent over two years developing a website that would link inspiration, education, trial and purchase into one stop consumer experience. They wanted to engage influencers that would share the news with their audience while also emphasizing the uniqueness of IL MAKIAGE products

SOLUTION: Amra & Elma contracted influencers to create makeup looks using IL MAKIAGE foundation and promote the abundance of the color range that the brand offers. The influencers would also communicate the ease with which consumers can use the new e-commerce website to find their perfect shade of foundation. The campaign focused on influencers also picking their favorite IL MAKIAGE products out while using the interactive e-commerce website in order to experience first hand the unique IL MAKIAGE site algorithm.

STATS: 16 Influencers, 700K+ estimated engagement, 500+ posts using #makeupformaximalists.

BOBBI BROWN x UBER

CO-BRANDING, INFLUENCERS + EVENTS

PROBLEM:Bobbi Brown was looking to permeate the younger millennial target demographic and share marketing costs with a complementary partner. The brand also needed to position itself as younger and aligned with the latest trendsetters who favor seamless makeup. Fashion Week and Uber Luxe provided a perfect opportunity.

SOLUTION: Amra & Elma supplied influencers, including micro, mid-tier, and VIP, to collaborate on the Bobbi Brown x Uber partnership. We identified young fashion-forward influencers who favored weightless makeup. Bobbi Brown partnered with Uber during NYFW to engage influencers by helping them prepare or touch up before fashion shows. Expert makeup artists were available for VIP influencers to assist with application, as well as selecting pigments and eye colors. Special lighting was installed in each car to enable influencers to capture and share their Bobbi Brown Fashion Week experience.

STATS:  20 influencers (micro, mid-level, and macro); 400+ organic posts; 2.8+ million estimated impressions; 275K estimated engagement.

JOHNSON & JOHNSON x WALGREENS

ADVERTISING, INFLUENCER CAMPAIGNS + EVENTS

CAMPAIGN OVERVIEW: Johnson & Johnson’s goal was to build brand awareness around its new blister cushions, Compeed, sold at Walgreens. The objective was to introduce Compeed—designed to prevent and treat blisters—by engaging macro influencers and celebrities to showcase how they incorporate the product into their everyday lives, while communicating its availability at Walgreens.

The campaign centered around the “Stiletto Squad,” a group of VIP fashion influencers and tastemakers with large followings and over 10% engagement on Instagram, highlighting the product in everyday, relatable, yet still aspirational and memorable settings.

RESULTS: We organized photoshoots across Manhattan to capture a “day in the life” of a strong, empowered, and busy woman. The campaign was distributed across macro influencers’ blogs and social media channels. 25 influencer posts. 2.3 million estimated impressions. 186.8k estimated engagements.

ANTHROPOLOGIE

ANTHROPOLOGIE’S PURISTRY, INFLUENCER MARKETING CAMPAIGNS, AMPLIFIED ADS

PROBLEM: Anthropologie launched its in-house brand, Puristry, a USDA-certified organic skincare collection, in May 2017. The objective was to establish the brand’s identity on social media through a defined persona and consistent content creation, including both in-house production and influencer-led content.

SOLUTION: Amra & Elma launched a nationwide influencer campaign to introduce the organic skincare line to a highly targeted audience at scale. The campaign focused on driving awareness around the brand launch by engaging 50–100 micro influencers per month, each with followings between 10K–100K, to create and share content featuring Anthropologie’s new skincare line.

STATS (3 months): 3.5 million followers; 500k estimated impressions; 210 highly targeted micro influencers; 305 pieces of content produced with a copyright of posted content for up to 12 months; 3.1k advocate signups; 18.8k engagements were driven

AVON

AVON, INFLUENCERS, AMPLIFIED WITH ADS 

PROBLEM: Avon aimed to launch its new skincare line, ANEW, using macro influencers. The goal was for influencers to test and review the products, as well as create content featuring the ANEW creams. The line focuses on anti-aging and preventive care, and the campaign was centered around Avon’s skincare technology.

SOLUTION: We identified and contracted a mix of macro and micro lifestyle and beauty influencers. We developed content guidelines to ensure the products were showcased effectively, including close-up shots of both the influencers’ skin and the products themselves. We worked closely with the Avon team to review and approve each post prior to going live. All influencer performance metrics were collected post-campaign and presented to the brand as part of a comprehensive monthly report.

STATS: 4.3M cumulative followers; 27 influencers/ accounts; 1.6M+ total engagements; 379K profile visits; 68.1K+ new followers

L’OCCITANE

L’OCCITANE + RIFLE PAPER CO., CO-BRANDING, INFLUENCER CAMPAIGNS + PAID ADS

PROBLEM: L’Occitane en Provence partnered with Anna Bond, co-founder and creative director of Rifle Paper Co., to launch a limited-edition Shea Butter Collection featuring her signature illustrations. The objective was to generate awareness around the collaboration and drive consumer engagement, with a focus on promoting a complimentary gift with purchase.

SOLUTION: Amra & Elma contracted influencers to amplify the collaboration and highlight the limited-edition packaging. In addition to promoting key products—including the Best-Selling Hand Cream, Rifle Paper Co Hand Cream Trio, Pure Shea Set, and Manicure Set—influencers were guided to feature the complimentary gift within their content and communicate the offer to their audiences, reinforcing the incentive tied to purchase.

STATS: 12 influencers; 3.1M follower reach; 36 posts

ANTHONY SKINCARE

ANTHONY SKINCARE, MENSWEAR AND LIFESTYLE INFLUENCER CAMPAIGN

PROBLEM: Anthony, a luxury men’s skincare line sold through retailers including Nordstrom, Sephora, Bloomingdale’s, and Lord & Taylor, underwent a rebrand following its acquisition by Midwood Distributors. The brand wanted to engage male influencers to help reintroduce the skincare line, increase awareness, and generate authentic product reviews across social media.

SOLUTION: Amra & Elma was tasked with identifying menswear and lifestyle influencers whose audiences aligned with Anthony’s target demographic. The goal of the campaign was to introduce both influencers and consumers to the revitalized brand. The campaign focused on engaging 10–15 micro influencers per month, each with followings between 5K–100K, who would create content and share reviews featuring Anthony’s luxury skincare products.

A key component of the strategy was aligning influencers whose aesthetic and audience matched the brand’s DNA, while helping Anthony establish long-term influencer partnerships to support sustained visibility.

STATS: We targeted over 2.4 million followers over 6 months with a conservative budget. 72 micro influencers committed, by signing agreements, to post about the campaign. 150 pieces of content were produced with a copyright of up to 24 months. 2k advocate signups. 10.5k engagements driven.

SISLEY PARIS

SISLEY PARIS, PR CAMPAIGN (VOGUE) — CONTENT DEVELOPMENT + PUBLISHING 

• Creating a PR Workbook
• Pitching the brand
• Providing a story angle
• Sharing any additional information helpful to the journalists
• Ensuring the content is published

OLAY

OLAY, PR CAMPAIGN (ALLURE) — CONTENT DEVELOPMENT + PUBLISHING 

• Creating a PR Workbook
• Pitching the brand
• Providing a story angle
• Coordinating the interview
• Sharing any additional information helpful to the journalists
• Ensuring the content is published

OLAY

OLAY, PR CAMPAIGN (FORBES) — CONTENT DEVELOPMENT + PUBLISHING 

• Creating a PR Workbook
• Pitching the brand
• Providing a story angle
• Sharing any additional information helpful to the journalists
• Ensuring the content is published

SISLEY PARIS

SISLEY PARIS, PR CAMPAIGN (ALLURE) — CONTENT DEVELOPMENT + PUBLISHING 

• Creating a PR Workbook
• Pitching the brand
• Providing a story angle
• Coordinating the interview
• Sharing any additional information helpful to the journalists
• Ensuring the content is published

GLO SCIENCE

GLO SCIENCE – TIER 1 NATIONAL MEDIA COVERAGE   

Founded by world-renowned aesthetic dentist Dr. Jonathan B. Levine, GLO Science is an innovative oral care brand offering professional-grade teeth whitening technology for home and professional use.

Amra & Elma’s senior publicist and copywriting team collaborated to craft a targeted PR strategy, securing tier-1 press coverage in the likes of:

• Harper’s Bazaar
• ELLE
• Forbes
• Good Morning America
• CNN
• Health.com
• Oprah Daily
• Entertainment Tonight

This campaign generated a total media reach of 523,519,074 Unique Monthly Views, driving national awareness, consumer trust, and sales velocity.

SWISSGETAL

SWISSGETAL, E-COMMERCE PHOTOGRAPHY

PROBLEM: SwissGetal, a luxury skincare line from Switzerland, was preparing to launch in the U.S. with a newly rebranded website. The brand needed a complete set of product photography that aligned with its visual identity and premium positioning. The objective was to capture both the packaging and the texture of the creams, presenting the products in a clean, clear, and refined manner that reflects the quality and experience of the formulations.

SOLUTION: The Amra & Elma team conceptualized, photographed, and edited a full suite of product imagery for Swiss Getal’s U.S. website launch. The products were presented in a minimal, controlled setting with subtle shadowing to maintain a polished aesthetic. Liquids and creams were carefully captured to highlight texture and consistency. The final result was a cohesive visual system that reinforced the brand’s identity and communicated Swiss Getal’s commitment to high-quality skincare.

MINERAL COSMETICS PRODUCTION

MINERAL COSMETICS, LBD  — HEALTH & BEAUTY 

Scope: End-to-end creative production for a mineral-based cosmetics line distributed through spas and e-commerce channels.

Execution Highlights:

• Objective: Create high-impact, product-focused visuals that communicate purity, skin compatibility, and premium formulation—while maintaining strong conversion performance across digital platforms.
• Creative Direction: Developed a clean, close-up visual language emphasizing skin texture, tone, and product payoff—balancing clinical clarity with editorial polish.
• Concept + Execution: Directed the shoot around precision framing and product integration—ensuring the product is central within each composition while maintaining natural, expressive beauty.
• Talent + Production:
  • Cast models aligned with sensitive-skin positioning and natural beauty standards.
  • Led full production including stylists, hair, and makeup.
  • Directed photographers and on-set execution.
• Production Management + Post Production: Oversaw all aspects of production, including scheduling, vendor coordination, and workflow. Directed post-production and retouching to maintain skin realism while enhancing visual clarity.

GLO SCIENCE FOR SEPHORA

PRODUCT PHOTOGRAPHY + CREATIVE PRODUCTION 

Scope: End-to-end creative production and product photography for GLO Science, the premium oral care brand founded by renowned cosmetic dentist and NYU College of Dentistry Associate Professor Dr. Jonathan B. Levine. During the campaign, GLO Science’s professional-grade teeth whitening device was the only teeth whitening system carried by Sephora.

Execution Highlights:

• Objective: Develop elevated product imagery that positioned GLO Science at the intersection of luxury beauty, oral care innovation, and clinical-grade technology while supporting retail, e-commerce, and digital marketing initiatives.
• Creative Direction: Conceptualized a clean, modern visual language designed to communicate freshness, efficacy, and premium beauty positioning through high-impact product-focused imagery.
• Talent + Production: Led full in-studio production, including:
  • Product photography concept development
  • Hiring and management of a senior product photographer
  • Art direction and shot composition
  • Coordination of production workflows and deliverables
• Production Management + Post Production: Oversaw all operational aspects of the shoot, including scheduling, image selection, retouching, color correction, and final asset delivery.
• Output: Delivered a suite of commercial and editorial assets optimized for:
  • E-commerce platforms
  • Social media campaigns
  • Retail and digital marketing materials
  • Paid media and broader commercial usage

ANTHROPOLOGIE X 100% PURE  

ANTHROPOLOGIE X 100% PURE — CREATIVE PRODUCTION 

Scope: Full-scale creative production supporting the launch of 100% Pure’s USDA-certified organic skincare line across Anthropologie retail and e-commerce.

Execution Highlights:

• Objective: Support brand debut within Anthropologie’s ecosystem while driving e-commerce conversion and awareness among a new, design-conscious consumer
• Creative Direction: Developed a vibrant, product-forward visual language that reflects both 100% Pure’s eco-conscious positioning and Anthropologie’s elevated, lifestyle-driven aesthetic.
• Talent & Production: Cast models aligned with the brand’s natural, expressive identity. Assembled full production teams including stylists, hair and makeup artists. Led photographer selection and creative direction on set.
• Production Execution: Executed outdoor production to leverage natural light and organic textures—reinforcing the product’s clean, botanical positioning while maintaining a polished, editorial finish.
• Budget & Operational Control: Maintained strict cost discipline while maximizing creative output—ensuring efficient allocation across talent, crew, and production resources.
• Output: Delivered a suite of editorial and commercial assets for:
  • Social media campaigns
  • E-commerce
  • Digital marketing and brand storytelling