Fresh Start: Turning Experience into Accelerated Growth
To expand its portfolio and reinforce its wellness credentials,Himalaya launched Fresh Start, a new range of nature-focused face and body products designed for modern consumers seeking gentle, herbal skincare solutions.
With increasing competition in the beauty category and heightened consumer scrutiny around ingredients, the brand needed more than traditional product promotion. It needed to educate, engage, and build trust at scale.
Matrix PR was tasked with creating awareness for the new range while clearly communicating the benefits of herbal beauty products. The campaign needed to position Himalaya not only as a trusted heritage brand, but as the preferred herbal skincare choice for a new generation of consumers.
Educate consumers through clear, transparent storytelling around herbal beauty and the benefits of natural formulations.
Position Himalaya as the region’s preferred herbal skincare brand and trusted wellness expert.
Generate meaningful social media engagement and conversation around the Fresh Start range.
Drive measurable impact on market sales growth through experiential and influencer-led activation.
Conflicting and often misleading messaging from competitors in the beauty category.
Growing consumer uncertainty around which products are genuinely safe and trustworthy.
A crowded market where standing out required clear, credible, and highly targeted communication.
Market analysis revealed strong growth of 6.5% in the global herbal beauty category (2018-2023), but also highlighted increasing confusion caused by competing claims regarding ingredients and safety.
As brands pushed contrasting narratives, consumers struggled to identify products that were truly safe and natural, reinforcing the need for clear, credible, and education-led messaging.
The strategy focused on expanding Himalaya’s consumer base by carving out a clear niche within the herbal beauty category, rather than broad awareness, the campaign aimed to build credibility and relevance by positioning the brand as a trusted source of expertise in clean, herbal skincare.
To anchor this positioning, the agency launched a targeted influencer-led campaign designed to educate, engage, and convert a highly receptive audience.
Expand the brand’s consumer base and establish a niche within the herbal beauty category.
Launch a tactical influencer campaign under the banner of Herbal Experts.
Target women aged 20–45 with a strong interest in clean, green, and herbal products using #DiscoverHerbal.
Kick-start momentum through an influencer-led experiential event featuring a curated mix of digital creators
Interactive Event: A hands-on influencer experience designed to introduce the campaign, spark conversation, and generate immediate content traction.
Meet Brand Experts: Direct access to Himalaya’s experts to build trust, credibility, and a deeper understanding of herbal skincare benefits.
Valuable Content: Educational, shareable content focused on clean ingredients, real benefits, and informed beauty choices.
* The event was hosted at Montgomerie Golf Course to reflect the natural positioning of the Fresh Start range.
* Every element was designed to feel immersive and sensory, reinforcing the brand’s herbal and nature-led credentials.
* Influencers took part in hands-on experiences including massage sessions, make-your-own scrubs and soaps, and personalised caricatures.
* A branded photo booth and creative stations were used to generate high volumes of shareable digital content.
* The agency enabled select influencer collaborations to run platform-specific competitions.
* This extended reach beyond the event and sustained engagement across social channels.
Delivered measurable in-market sales growth across GCC compared to the previous year.
Strengthened Himalaya’s position in KSA supermarkets, driving an increase in category share.
All participating influencers aligned directly with the brand’s core audience, with sustained social sharing during and after the event.
Several influencers converted into repeat Himalaya customers following a first-hand product experience.
How an Influencer Marketing campaign helped an e-commerce site "get noticed" and see a 57% increase in sales
Empowering women in their fearless pursuit of beauty
Strategic partnerships maximizes media campaign
