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health & beauty pr case study


  • Ionox
  • Slender




Frustrated by using the old gladwrap and hot wet towel trick for DIY hair conditioning treatments, Gail McJorrow created the Wondercap – a luxurious, deep hair conditioning treatment that is easy and safe to use in the comfort of your own home. The reusable gel cap warms in the microwave to hold an even heat on the head for up to 20 minutes. The heat from the Wondercap opens up the hair cuticles allowing the Guardian Angel treatment (provided in the pack) to nourish and replace moisture to the inner hair shaft. 3 – 4 minutes with the Wondercap on is enough time to boost any treatment and transform dry and damaged hair into healthy, shiny locks.



The Brief

  • Raise brand awareness about Wondercap
  • Generate brand exposure of Wondercap within traditional and social media
  • Encourage visitors to the website


Our Success

Wondercap was successful in gaining a strong social and traditional media presence.


Wondercap featured on a number of top Australian beauty blogs including Akisa Love (www.akisalove.com), Through beauty Eyes (www.through-beauty-eyes.blogspot.com) and Coveted Canvas (www.covetedcanvas.wordpress.com).


The total number of page views of all the blogs that featured Wondercap was in excess of 98,000. This high flow of online traffic to the blogs saw the Wondercap blog posts generate a large number of positive comments from readers. This strong social media presence enabled Wondercap to tap into their core target market – Australian beauty fanatics who want up to date information about the latest beauty trends.


Wondercap also featured as product placement on many magazine beauty pages and was successful in gaining TV coverage in the lead up to Christmas.


Media Coverage

Today Tonight – Sydney, Melbourne, Adelaide and Perth, Today Tonight online, Yahoo 7 news, That’s Life!, Good Health, Mother & Baby, Giftwrap, Oxygen, Bella Beauty, Beauty and Lace and The Gold Coast Bulletin.





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