Are Media has partnered with Inspired Beauty Brands to support the Australian launch of HASK’s Repair Pro Series and its updated brand identity.
Running from February to July, the collaboration includes a media campaign spanning editorial content, influencer partnerships, and digital integrations across Are Media’s beauty and lifestyle platforms.
The campaign aims to expand HASK’s presence in the Australian haircare market. As part of the partnership, Are Media hosted two launch events at its Sydney offices.
Last month saw beauty director Sally Hunwick led a session introducing the company’s newly launched micro-influencer beauty collective, which showcased HASK’s Repair Pro Series to an audience of 50 beauty consumers and content creators.
A seperate event saw model and presenter Ksenija Lukich host a brand immersion event for beauty editors and industry professionals. The campaign launch generated over 400 social posts from influencers and editors, reaching an estimated audience of 1.5 million.
Are Media’s beauty and lifestyle brands, including BEAUTY/crew, marie claire, ELLE Australia, and WHO, will play a role in amplifying HASK’s messaging through digital, print, and experiential activations. The partnership highlights the growing role of omnichannel media collaborations in driving brand awareness within the competitive beauty sector.
Are Media general manager of luxury, Nicky Briger, called the partnership a “match made in heaven”.
“We’re excited to partner with such a valued beauty brand in HASK. At Are Media, we don’t just report on beauty trends – we set them. Our extensive reach and the unmatched credibility of our editors make us the natural choice for brands looking to make a meaningful impact on Australian beauty consumers.
“These events also allow us to showcase our newly launched influencer collective, providing brands with unparalleled access to engaged audiences,” she said.
Inspired Beauty Brands vp of marketing, Jaime Kontz, said: “We’re so proud of the new direction HASK is taking in market which has demanded a new way of engagement. Working with Are Media and our Australian agency, Platinum Media & Communications, has ensured we are able to adopt both a digital-first presence combined with a highly integrated storytelling program across various media platforms. Our objective was to reintroduce the brand and connect with new audiences thoroughly via the channels our consumers admire and trust most within the beauty space”.