Beauty PR mainstay Bold PR has been strategically focused on increasing its scope of work with existing and long-term clients this past year, and their efforts have been met with great success. From taking on additional brands from a client’s portfolio – as in the case of L’Oreal Designer Fragrances and the addition of Prada and Ralph Lauren Fragrances to their client roster – to taking on more of a client’s influencer relations work, BOLD has seen significant growth by nurturing the relationships they’ve spent years building. Another excellent example of their long-term partnerships: Bold has been the agency of record for Youth To The People since early 2016, prior to its widespread Sephora distribution, and the team takes great pride in the role they’ve played in the brand’s success. Another up-and-comer to look out for from Bold: this year the agency launched JVN, Jonathan Van Ness’ sustainable hair care line, to success in a market that is extremely crowded with celebrity beauty brands.
Jodi Balkan, President
Notable long-term clients:
Pat McGrath Labs, St Tropez, Fenty Beauty, The Honest Company, Tweezerman, GHD, OGX, Youth To The People, Armani Beauty, Biossance
New client wins:
Prada Fragrances, Ralph Lauren Fragrances, JVN Hair, Fenty Fragrance
How are you innovating and moving the industry forward?
“At BOLD, we don’t believe in disruption for disruption’s sake. Our approach is always meaningful and purposeful, and keenly committed to the brand’s objectives. BOLD’s balance of being on the pulse of pop culture and trends while staying true to our essential PR foundational thinking is what sets us apart in a world where so many are trying to make the biggest flash, which then often fizzles. As one of the top beauty PR agencies, new opportunities often come to us first for evaluation; an emphasis on strategic risk-taking, rooted in experience, allows us to filter out the meaningful from the noise. Knowing when to take a ‘test and learn’ approach (and which clients are open to experimenting and pioneering) is grounded in our experience. During peak/early pandemic, we’ve all proved that digital events can be successful, sometimes even more so than IRL, but when the occasion warrants, nothing is more meaningful than an in-person event. Taking both those learnings, we’re seeing new opportunities and excitement with hybrid events, allowing some media and influencers to have engaging in-person experiences while simultaneously livestreaming to a wider audience.”