Skincare With 100 Million Years Behind It
When TWYG launched into Aotearoa’s crowded skincare scene, it did so with a difference - and a powerful natural secret. Formulated with Bioactive Totarol™, a rare antioxidant sustainably sourced from fallen Tōtara trees, TWYG set out to prove that premium skincare could be both deeply efficacious and rooted in sustainability.
Common Ground PR was brought on to help TWYG tell their story. We wanted to match the ultra-premium positioning and build a loyal foundation community from day one.
Working closely with founders Steph and Ryan Davies, we ensured TWYG’s unique origin story, science-backed formulations and ingredients-led approach landed with clarity, authority and style.
Results: Making a Luxury Launch Feel Personal
We created a campaign that combined strategic media storytelling with intimate connection – designed to show not just what TWYG was, but why it mattered.
This included a feature-led media strategy targeting high-end lifestyle, beauty and business media, and an in-home launch event that immersed guests in TWYG’s world. We also selected brand ambassadors whose social content felt authentic and elevated, and organised premium gifting with educational product storytelling.
The results:
18+ earned media pieces across digital, print and business media, including Viva Magazine, Fashion Quarterly, NBR, Denizen, BeautyNZ and NZ House & Garden
65+ social posts from influencers, guests and ambassadors
$170,000+ in earned media and social value & 2 million+ opportunity-to-see (OTS) across media and social coverage
TWYG’s founders and chemist featured as key spokespeople across content, helping to anchor the brand in both personal storytelling and scientific credibility. With Totarol’s antioxidant strength and TWYG’s bold brand vision, this was a campaign that proved good things take time. In this case - around 100 million years.
