Egyptian Magic PR Case Study | Fuel PR

Learn how Fuel PR delivers public relations services with intelligence and efficiency – a crucial demand from all of our clients.

The following is a case study of Fuel PR client, Egyptian Magic – a unique, multi-tasking, all-natural skin care cult beauty balm.



• Work with distributor to widen product availability from natural channel with launch into crowded prestige beauty and retail market

• Engage target audiences: buyers, retailers, beauty influencers, leading editors and consumers

• Work to achieve cult product status


• Attract endorsement – high end global opinion former and celebrity recommendation; industry awards; top notch eye watering trade and consumer media coverage

• Retail partner’s support and collaboration


• Established as rightly sought after cult product

• Vastly extended distribution and sales success – successful expansion from natural into prestige beauty with further expansion into travel and mainstream pharmacy and department stores

It’s easy to contact us at Fuel & Refuel PR. For more information please contact

Gillian Waddell at Fuel PR (

The ‘London Legacy’ has failed but Rio success has revitalised a nation | Fuel PR

The Rio Olympics Games is in full flow and once again Great Britain is attempting to inspire the nation.

Team GB are continuing on from their London 2012 success by performing above all expectations and sitting second in the medal table behind the dominant USA.

Andy Murray, Mo Farah, Adam Peaty, Laura Trott and Bradley Wiggins are just some of the high-profile names to take the home gold medals so far, with many more likely to follow.

Many are hoping inspiration on the track, will see British people looking to emulate their sporting heroes in a bid to get fit.

Britain's Mo Farah celebrates winning the Men's 10,000m during the athletics event at the Rio 2016 Olympic Games at the Olympic Stadium in Rio de Janeiro on August 13, 2016. / AFP / FRANCK FIFE (Photo credit should read FRANCK FIFE/AFP/Getty Images)
(Photo credit: FRANCK FIFE/AFP/Getty Images)

However, the number of people playing sport in England has fallen since the London Olympics, despite the Games’ pledge to “inspire a generation”.

Figures from Sport England show 15.8 million people play sport or exercise at least once week, a drop of 0.4 per cent since 2012.

Participation had risen by 1.7 million since 2005 but sadly, figures show the number of once-weekly participants has dropped by 8,700 since the 2012 London Olympic Games.

London’s legacy hasn’t quite had the desired effect but following the impressive success of the Rio Games, many are hopeful that it’ll see a dramatic increase in participation.

And things are already changing…

Memberships at sporting clubs are growing with reports suggesting that since Murray’s Wimbledon and Olympic triumph, there has been a sharp increase in people of all ages taking to the tennis court.

And it’s looking good for the young people, with figures showing that the number of both male and females aged between 16 and 25 has increased dramatically, with 3.8 million now taking part – an increase of 1.4 per cent.lZu6oGDp(Photo credit: Clive Rose/Getty Images)

These are our next generations of athletes and could be centre stage at Tokyo 2020, so it’s vital that the participation levels gather some momentum following on from the latest Olympic Games.

Andrew Ivers, Senior Marketing Manager at agrees that the future for British people inspired to exercise is on the up.  He says: “As the world’s largest online fitness community, we can track trends and encourage members to work with our experts to devise goal specific programmes. is home to thousands of first class articles and interactive fitness tutorials from some of the world’s top athletes and personal trainers, which users can download absolutely free.  We are definitely noticing a rise in interest and motivation from our members because they are seeing real results, based on their defined fitness goals.”

Visit to get involved.


For more information, please contact Adam Smith ( or Gillian Waddell ( at Fuel PR

Fitness Genes Appoints Fuel PR | Fuel PR

anaging Director

Fuel PR have been appointed by Fitness Genes, the international genetic testing company, to launch a promotional campaign across the UK to raise awareness of their new genetic testing kit which is a fast growing success in the USA.


There is increased awareness now of the understanding between genes, environment, fitness and body composition and peer reviewed scientific research has identified a number of genetic variations which have some effect on, for example, physical fitness, tendency to be better at strength or endurance based activities, metabolism, and sensitivity to a high fat diet.


Fitness Genes use the combination of DNA and relevant lifestyle data to make evidence-based recommendations on the type of diet and exercise strategies that are most likely to be effective for individuals whether they are looking to shed fat, build muscle or improve performance through an individually tailored regime. This scientific approach to optimal fitness can help personalise fitness or training plans to help clients reach their goals easier and faster.

It is anticipated there will be a large amount of interest in this new technology by the entire sport and fitness industry here in the UK.


For more information, please contact Sophie Heilbron ( or Gillian Waddell ( at Fuel PR.

PapayaGold Paw Paw appoints Fuel PR | Fuel PR

Gillian Waddell, Managing Director of Fuel PR, is pleased to announce that Australian brand PapayaGold Paw Paw has appointed Fuel PR to manage its PR activity in the UK.

PapayaGold Paw Paw balm is the ideal multiuse topical balm that soothes, relieves, and moisturises the most dry, sensitive and chapped lips and skin. Made from Papaya, which provides an everyday taste of the tropics, whilst being a rich source of antioxidant nutrients such as carotene and vitamin C, it helps promote the health of the cardiovascular system. The ancient Mayan civilisation used Papaya to treat skin problems, as it contains Papain, which has been shown to help lower inflammation and to improve healing from burns.  The balm also contains Manuka honey – a form of monofloral honey that is produced by bees that feed on the flowers of the Manuka plant, better known as the tea tree, and Carica Papaya (paw paw) fruit extract.

Papaya Gold Paw Paw

Available from Boots.

For more information, please contact Sophie Wheeler ( or Leandra Cardozo ( at Fuel PR.


Excilor PR Case Study | Fuel PR

Learn what enables Fuel PR to deliver public relations services with intelligence and efficiency – a crucial demand from all of our clients.

The following is a case study of Fuel PR client, Excilor – a fungal nail treatment brand that launched their UK PR campaign to educate UK consumers and influence behavioural change.



  • Launch Excilor to UK trade & consumer media
  • Support key trade partners & peak sales periods
  • Drive aggressive sales targets
  • Build and raise consumer awareness; establish Excilor as the go to brand for people with fungal nail problems
  • Create word-of-mouth recommendations
  • Establish social media identity & presence for the brand



  • Implemented ongoing PR programme through Q1-Q4
  • Communicated brand differentiators & product USPs
  • Engaged audiences through traditional as well as online media


  • Engaged with key audiences to drive conversation & interaction with followers
  • Built a community of loyal fans


  • Educated UK consumers and influenced behavioural change
  • Achieved consistent PR coverage in key media titles (print, online & blogs)
  • Reached an audience 51,552,789 million consumers – coverage highlights included: The Mirror, The Daily Express & Woman & Home: Feel Good
  • Strengthened market position
  • Currently working on FY17 PR Programme & plans to roll our UK PR Programme to other European countries


It’s easy to contact us at Fuel & Refuel PR. For more information please contact Leandra Cardozo at Fuel PR (

Fuel PR announces partnership with #beauty20 Awards 2016 | Fuel PR

Gillian Waddell is pleased to announce Fuel PR as a proud partner of the #beauty20 Awards 2016.

We are proud to be a part of such an exciting event which celebrates the digital innovation and creativity that beauty brands have to offer, both through online campaigns and social media. We are also delighted that Fuel PR Account Director, Nadia Cohen, has been selected as a judge for this year’s awards and we look forward to celebrating the winning brands on 6th October at the Bulgari Hotel in London, where this year’s event will take place.

innoCos digital new logo

For more information on the #beauty20 Awards visit or contact

Protect your lips with Bare Republic | Fuel PR

Here we are, right in the middle of holiday season, enjoying the warm weather and chilled drinks on the patio. And although we really do appreciate the fact that our British summer has decided to finally arrive, we must confess that we weren’t quite prepared for the level of heat.


This got us thinking even more about SPF sunscreen, an absolute must as we all know. It is more important than ever to ensure we protect our skin from harmful UV rays which can cause skin damage and accelerate the ageing process however there are some spots we often forget about.

Research suggests that a high proportion of beachgoers and sun worshippers (70%)[i] who lather sunscreen on to their skin admit that they often forget about one essential spot – their lips.

So why is so important to protect your lips from the sun? First off, lips are seldom covered as they are located on the face.  The outer layer of the lip is very thin and this is why they are not effectively isolated from the sun’s rays. Moreover, lips contain no melanin, the natural pigment in skin that helps screen out the damaging ray, which automatically puts them at a higher risk of sunburn. Although you may not be able to see any immediate changes around your mouth after leaving your local beach, it does not mean that the underlying layers have not been harmed. The sun’s rays are also a factor in accelerating the ageing process as they impact the production of collagen which can result in the formation of wrinkles and fine lines – a sign of early ageing and sun damage.

The question is, how to take care of your lips during the summer season? First off, it is important to practise a good health routine by keeping them smooth and hydrated. Fuel PR strongly recommends using lipsticks and balms with high SPF such as Bare Republic Dewberry Lipbalm SPF 30, a mineral-based, ultra-hydrating balm which has just arrived from sunny California!


All Bare Republic products are free of chemical actives, synthetic fragrances, and parabens. They are also cruelty-free and 100% vegan-friendly, making the product unique to most others on the market.

Visit for more details.

Bare Republic Lipbalm is available exclusively at Whole Foods Market. For more information please visit

For more information, please contact Gillian Waddell ( or Sophie Wheeler ( at Fuel PR.