Client: Help for Heroes The Fragrance
True Grace PR was approached by a leading fragrance house to play an instrumental role in creating and bringing to market the UK’s first charity fragrance created by a team of veterans. Each sale of Help for Heroes XTREME helps raise funds for the charity. Supporting the project from the brand’s infancy, TG PR helped drive the creative concept, product creation, packaging, marketing and PR.
Help for Heroes XTREME The Fragrance became a reality the day the five British Armed Forces veterans come together with Marianne Martin, a senior perfumer and fragrance lecturer from the London College of Fashion. Marianne shared her expert knowledge to enable the men to achieve their goal in creating a rugged, masculine and outdoorsy fragrance.
TG PR secured an exclusive photo shoot and full page interview with The Sun newspaper highlighting each of the men’s personal stories and the creation of the fragrance. The fragrance launch was then rolled out to national press to secure further coverage. TG PR also coordinated a regional store tour across the UK with the veterans making personal appearances at both Debenhams and The Perfume Shop.