Active Gold Collagen
Beauty PR: Minerva Research Labs launched ACTIVE GOLD COLLAGEN at the Ice Tank

What:
Essence PR organised and hosted the relaunch of ACTIVE GOLD COLLAGEN on behalf of Minerva Research Labs. Held at the Ice Tank in London, the event was enjoyed by press from a selection of consumer and trade titles. The new ACTIVE GOLD COLLAGEN is a multitasking liquid collagen beauty supplement designed for those with an active and busy day to day life. It contains specially chosen active ingredients to nourish the skin, hair and nails from the inside out whilst keeping muscles and joints healthy.

Why:
Our client wanted to officially introduce the re-launched ACTIVE GOLD COLLAGEN to press in an interactive manner that would appeal to press whilst also ticking the key messages of the new product launch.

How:
Guests were invited to take part in half an hour yoga sessions with yoga guru, Ann-Louise Holland. The flexible Ann-Louise prompted the use of ACTIVE GOLD COLLAGEN to help boost flexibility during yoga. Dr Sara Sibilla head of clinical trials and Vidhi Patel, in-house nutritionist at Minerva Research Labs were both on hand to answer any of the guests’ questions. Journalists were treated to fresh smoothies and fruit skewers, which were very much in keeping with MINERVA’s fruit based branding and of course their in-house nutritionist’s healthy guidelines. There was also the opportunity to receive a complimentary collagen skin test, which revealed collagen levels and allowed the team to explain how GOLD COLLAGEN® is able to fight the effects of ageing by topping up those collagen levels. ACTIVE GOLD COLLAGEN was well received by all the guests and they left knowing the benefits of the supplement and with a supply in their goody bag.

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