Lovanna Lingerie is a sustainable Finnish lingerie brand that mainly uses recycled-, organic- and cellulose-based materials, without compromising the aesthetics or the fit of the products.
Sugar coordinated a comprehensive launch campaign for Lovanna’s first collection and web store opening in 2020.
For the launch campaign, Sugar distributed a press release, organized a press event for influencers and media, and coordinated influencer collaborations. The Lovanna collection was on display at the Sugar showroom and online showroom for five months. During this time Sugar coordinated product send-outs and loans to influencers and editors, and corresponded with the media.
Due to covid restrictions, the launch event was organized in four time slots during one day. 26 guests visited the event in small groups, and editors and influencers could each choose a Lovanna lingerie set in their size. The guests posted about the event and the lingerie sets on the launch day and afterward.
PR and communications
The Lovanna Lingerie Instagram follower count grew with several hundred new followers on the launch day. The media was interested in learning about the new brand and its founder Maria Kinnunen. Lovanna Lingerie was featured on the online pages of Me Naiset-, Iltalehti– and Ilta-Sanomat magazines.
Comment from the client: