Manchester-based Toast PR is helping to bring fresh hope to the UK’s 15 million eczema sufferers after being appointed to launch The Beauty of Eczema – a self-help book and online community aimed at empowering people living with the skin condition.
Toast has been appointed to manage the brand launch for National Eczema Awareness Week – generating media coverage and online engagement around the book and upcoming interactive programme, as well as helping to drive sales and sign ups.
The Beauty of Eczema brand is the brainchild of certified health coach and natural chef, Camille Knowles, 27 from Manchester. Toast has created a launch campaign which will see Camille join forces with model and jewellery designer, Jade Jagger, who has faced her own 25 year battle with the skin condition. Manchester-based consultant dermatologist and leading UK eczema expert, Dr Tim Clayton has also been enlisted to provide endorsement for the book and media commentary around the launch.
‘The Beauty of Eczema’ book is available to buy on Amazon and chronicles Camille’s own empowering journey with chronic eczema after her condition became so debilitating that she was hospitalised. It shares her life changing HOPE principles – a holistic toolkit which she believes will significantly help to improve the condition for other sufferers. An interactive online programme will also be available to sufferers.
Speaking about the launch, Camille Knowles, said: “Toast’s national health and beauty credentials are second to none, having delivered stand out campaigns for some of the UK’s leading brands in the sector.
“The team really impressed with their sector knowledge, media contacts, creative approach to the brief and most importantly their positive energy. This launch is such a personal project and having them work as an extension of my team has really helped to take the launch to the next level.”
Julia Mitchell, Toast PR MD, said: “Camille is a truly inspirational individual with an empowering story that is set to genuinely help transform the lives of people with eczema.
“We thrilled to be working with Camille and feel passionate about helping her to communicate her journey. Securing Jade Jagger and Dr Tim Clayton for the launch is testament to the power of her story and is set to help elevate the Beauty of Eczema brand to a national audience.”
Toast PR was founded by former Boots The Chemist PR manager Julia Mitchell in 2004 and the agency’s first consumer account was the global suncare range, Soltan, before Toast expanded the business to work with clients in technology, property, and the hospitality sector. Many of the senior team at Toast come from a strong consumer PR background with shared previous clients including Johnson & Johnson, Estee Lauder and Glaxo Smithkline.