CASE STUDY
Thayers had been trusted for 175 years. The challenge was making it feel relevant for the next 175.
Client Thayers Natural Remedies Category Natural Skincare
Services PR, Earned Media, Influencer, Social Media
The Situation
Founded in 1847, Thayers Natural Remedies had built generations of loyalty around its Rose Petal Witch Hazel Toner, a true heritage product.
In a fast-moving, trend-driven category, Thayers needed to make its heritage feel current.
As natural skincare became increasingly crowded and competitive, Thayers needed to build on its heritage while expanding into new categories and audiences. At the same time, two new categories, a men’s skincare collection and a natural deodorant line, gave the brand new ways to grow its presence in the category.
The Insight
Thayers had one of the strongest stories in the category. A brand formulating with botanical ingredients long before “clean beauty” was defined had something most brands try to build: a place in the category that was entirely its own.
The challenge was making that history feel relevant to a new generation of consumers.
The Approach
NBP built a multi-channel PR and communications strategy around Thayers’ heritage, category authority and product innovation.
For the men’s skincare launch, we targeted men’s lifestyle and grooming media and partnered with male creators to introduce Thayers in relevant conversations. For the deodorant launch, we focused on the formulation story, aluminum-free, natural and long-lasting, using influencer content and user-generated storytelling to build awareness and engagement around the new line.
At the same time, we kept the Rose Petal Witch Hazel Toner at the center of the brand story. Thayers’ #1 ranking on Amazon, along with SPINS/IRI sales data, gave media a concrete measure of category leadership and a credible foundation for continued coverage.
The Impact
135% increase in social media engagement after partnering with NBP
#1 toner brand in the United States
#1 facial toner and astringent on Amazon
Top brand in natural and multi-outlet markets (SPINS+IRI)
Two years after NBP began working with Thayers, L’Oréal acquired the brand
Media Placements
- 7 Ways Witch Hazel Can Improve Your Skin, According to Dermatologists – Prevention
- The 11 Best Drugstore Toners for Every Skin Type and Concern – Oprah Daily
- The 10 Best Rose Water Toners And Sprays, According To Dermatologists – Women’sHealth
- These Are the Best New Skin-Care Products Launching in August – Allure
- Thayer’s New Gentlemen’s Collection Shaving Products – Sharpologist
