Waxaway Case Study

Brand Overview

Waxaway’s story begins in 1979 with beauty therapist Lilliane Caron. Lilliane became frustrated with the expensive, inferior, difficult to use waxes. Thus, Caronlab Australia was founded and now is Australia’s single largest manufacturer of salon professional depilatory waxes and waxing accessories. For over 30 years, Waxaway has aimed to make waxing a more enjoyable and less tedious experience through its range of convenient, easy-to-use at-home waxes and depilatories.


To generate and send a creative mailer to key media to launch its Aquawax Roll on Kit and the award-winning Bump eRaiser Medi Paste.

Heard PR was tasked with getting the product into the hands of key beauty media and tastemakers, with the aim of generating awareness for the product leading up to the spring/summer of 2015.


Heard PR generated an engaging and target appropriate media kit and press release to showcase the products. These were then sent to a carefully compiled list of Australia’s core beauty media. This was supported with a pitch to online media and bloggers offering samples for review. Interviews with Liliane were also pitched to business and trade media to further exposure for the brand and its high-quality products. Outreach laid the foundation for coverage for the brand going into spring/summer 2015.


A profile on Waxaway’s owner ran on The Wild Hideaway blog, with BRW also expressing interest in an interview. Waxaway also provided commentary for Modern Hair + Beauty Magazine. On top of the creative mailers, samples were sent to the likes of Pagesdigital and The Beauty Vine Blog for review and consideration. Interest was generated from the creative media kits with the likes of The Daily Telegraph, Popsugar and OK! Magazine, keeping the product on file for consideration leading into the warmer months.