Beauty PR: Essence PR Organises press showcase at Hearst Publishing House


Essence PR hosted a showcase event on behalf of MINERVA Research Labs at the Hearst publishing house. The publishing house is home to a number of titles including Good Housekeeping, Prima, Elle and Cosmopolitan to name just a few. As one of the only liquid collagen beauty brands that has their in-house clinical studies published in independent scientific journals and the recent granted European Patent, the MINERVA Research team had a number of key successes to share.


The latest developments at MINERVA Research Labs were cause for a press showcase this month. Our client, MINERVA Research Labs, wanted to host an informal yet informative event to introduce press to the GOLD COLLAGEN® range, as well as keep them up to speed with the latest progressions including their newly published clinical studies.


The idea behind the event was to introduce press to the team behind the product including Head of Research, Dr Martin Godfrey and Vidhi Patel, MINERVA’s in house nutritionist. It was important to MINERVA to make everyone aware of the recently published studies so we created an informative event with the chance to really get to know the team behind the pioneering product.

Journalists were treated to fresh smoothies and a beautiful fruit tree 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. There was also the opportunity to experience a one-on-one nutritional EIS test with MINERVA’S in house nutritionist. Press left with GOLD COLLAGEN® exclusive Gold Boxes, which houses a month’s trial of the liquid beauty supplement of their choice.

Essence PR received a fantastic reception to the brand and event, with press leaving excited to trial their new supply of GOLD COLLAGEN®. There has already been lots of communication since the event with journalists intrigued to book in to see MINERVA’s in house nutritionist and we are also expecting lots of coverage in the coming months once press have completed a trial of the products