The Mission

As Flower Knows deepened its presence in the U.S. market, it aimed to secure earned media coverage in respected fashion and lifestyle outlets to validate its brand positioning. 

A core goal of the campaign was to meet the media verification requirements for TikTok, where Flower Knows has cultivated a growing community of fans and creators. In parallel, the brand also wanted to amplify awareness around its U.S. retail launch at Urban Outfitters and build long-term visibility with Gen Z beauty audiences.

The Strategy

Eleven International identified the brand’s unique design DNA, rapid global growth, and Gen Z cult following as key hooks for editorial interest.

Our strategy focused on pitching Flower Knows as a standout global entrant in the beauty industry, with a compelling cross-cultural narrative and distinctive artistry that sets it apart from Western competitors.

We crafted and distributed targeted story angles to top-tier lifestyle, fashion, and beauty publications that emphasized both the brand’s creative vision and its growing commercial success, aligning with outlets interested in emerging beauty trends and global brand spotlights.

The Results

The campaign delivered impactful earned media placements across high-profile outlets such as Grazia, Elle Magazine (U.S. and Canada), Glamour South Africa, and Khaleej Times.
These placements not only fulfilled the requirements for TikTok verification but also helped Flower Knows reach new audiences across different markets with credibility and cultural relevance.

The media traction strengthened the brand’s narrative as a fast-rising global player in beauty and reinforced its successful retail expansion in the U.S. through Urban Outfitters.

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