The challenge

The Utopia skincare range is designed for mature skin, aged 45 years and above, and was created by an award-winning formulation scientist whose previous work includes inventing the patented anti-ageing antioxidant complex used in the renowned Boots No7 Protect and Perfect serum.


We knew we had great products with a great pedigree to work with, but our challenge was to create a buzz around the launch of a new range in a very busy and hugely competitive market and media sector.


How we helped

With a strong background in the beauty industry we knew we had the right contacts and a strong story to really make some noise for Utopia. The launch activity included desk drops and meetings with key beauty writers and editors on national newspapers and magazines, targeting review and gift guide pages, competitions in mainstream titles, as well as further targeted sample kits being sent to top beauty journalists, influencers, celebrities and bloggers.


The Results

To date coverage of Utopia has appeared in major national titles including ITV, The Independent, Elle, Metro, You magazine, Sunday Mirror , across celebrity and influencer social media platforms online and syndicated through The Press Association.


“We were extremely impressed with Toast’s credentials in both the business and beauty industry – they offered us an ideal combination of both and were a natural fit with us to help us achieve our objectives for the Utopia brand.” Matt Poplow, Utopia