Mustela logo

Establishing a social presence in the UK

Social Media

Mustela is a French skincare range, produced by Expanscience. Mustela offers formulated skincare to best address the changes in the delicate skin of newborn babies, children, mothers-to-be and new mothers. The company has a significant international presence but was not active in the UK until 2014.


Mustela engaged DBD’s team to develop a digital PR and social media campaign to boost awareness around their introduction to the UK market. Our team were tasked with developing a strategy to raise Mustela’s profile amongst the target audience, drive referrals to the website, and use social media and blogger engagement to support SEO and PPC objectives.


By identifying key social media influencers and engaging with them via several social media platforms we managed to raise Mustela’s profile very quickly. We did this by regularly creating interesting and sharable content, and engaging in frequent relevant conversations with the target audience. To develop brand ambassadors we turned to our network of influencers and bloggers and carefully handpicked several leading parenting and skin care bloggers that were aligned to Mustela’s brand values. To drive engagement we ran an event where the guests could sample the products and talk to a pharmacist specialising in infant skin care. The bloggers shared their experiences on their blogs and via social media, providing authentic recommendations and opinions on the products.


Since Mustela’s launch in May 2014 referrals from social media have accounted for 32% of traffic, and organic reach has risen to an average of 200,000 per month, from a base of almost zero.