In 1996, CARGO founder Hana Zalzal set out to create a professional cosmetics line that top professional makeup artists would covet, yet would be easy enough for all women to apply. Today, CARGO has become popular among consumers for its ease of application. It is also the desired cosmetics brand on Hollywood sets.

Challenge

• Launch PlantLove, the first celebrity make-up collection to receive ECOCERT, the highest eco-distinction

Strategy

• Invent a catchy ecological “hook” on which to hang the product launch event
• Identify a celebrity eco-author and book her as a speaker
• Invite a large group of celebrity make-up artists
• Use the event to attract for beauty editors
• Make the launch a rationale for social and traditional media outreach

Execution

• Established a thematic umbrella: "Green Goes Glam"
• Secured Sophie Uliano, author of Georgeously Green, as guest speaker
• Invited 50 top-tier Beauty Editors to Sephora, Fifth Avenue and literally rolled out the green carpet for them
• Invited 25 celebrity make-up artists, including Oprah's personal favorite, Reggie Wells
• Arranged for Women's Health's Beauty Editor to honor PlantLove as the "Best Eco-friendly Beauty Product"

Results

• Generated coverage in 30 national magazines, including Body + Soul, Boho Magazine, Cosmetic World, Cosmo Girl, Latina, Natural Health, New York-Hamptons Resident, NYChic, OK! Weekly, People StyleWatch, Self, Seventeen, and WWD
• Covered on eTalk Daily national television and in 35 key blogs
• Transformed celebrity make-up artists into PlantLove Brand Ambassadors who mentioned the product line in interviews and requested that it be credited on-page when used on models in fashion and beauty spreads