How Lifestyle PR Transformed the Success of Small Brands: Case Study of Cleo and Away in the Modern PR Era

In today’s competitive marketplace, where big companies dominate and consumer attention is scattered across multiple platforms, small brands face a constant challenge: How do you stand out and build a loyal following? The answer often lies in one critical factor: Public Relations (PR). Through strategic PR efforts, small lifestyle brands have been able to connect with consumers on a personal level, building relationships that go beyond just selling a product.

PR is no longer simply about sending press releases and securing media coverage—it’s about storytelling, fostering community, and creating a brand narrative that resonates with consumers. Two brands that have excelled in leveraging lifestyle PR are Cleo, a wellness brand, and Away, a disruptor in the travel industry. Both have used PR not only to sell products but to create lasting emotional connections with their customers, setting themselves apart in crowded markets. These brands exemplify how effective PR can transform a small idea into a global phenomenon.

Lifestyle Brands and the Power of Narrative

At the heart of every successful lifestyle brand is a compelling narrative. Lifestyle PR is about more than just promoting a product—it’s about telling a story that taps into the values and emotions of your target audience. In the case of Cleo and Away, PR has helped both brands create a narrative that goes beyond just their products. It’s about wellness for Cleo and travel for Away, and these stories resonate deeply with their customers.

The rise of the “purpose-driven” brand has been one of the most significant shifts in consumer behavior. Today’s consumers are looking for more than just quality products—they want brands that align with their personal values. PR allows small lifestyle brands to connect on a deeper level with their target audience by amplifying their values and creating authentic, emotional connections.

In both Cleo’s and Away’s cases, PR has been instrumental in communicating these core brand values. For Cleo, the message is all about sustainability, wellness, and mental health, while Away’s PR efforts have focused on the idea that travel is an integral part of the modern lifestyle—one that should be accessible, enjoyable, and stress-free.

Cleo – Wellness Reimagined Through PR

Cleo is a prime example of a brand that has successfully used PR to shape its identity as a wellness brand that is as much about self-care as it is about skincare. Founded by a group of women with a passion for ethical and sustainable beauty, Cleo’s PR strategy has been instrumental in shaping the brand’s identity and connecting with an audience that values transparency and authenticity.

Cleo’s wellness products are marketed not just as skincare solutions but as tools for mental and emotional well-being. Their PR campaigns emphasize the connection between physical self-care and mental health. The brand frequently collaborates with wellness influencers and mental health advocates, ensuring that the message of self-love and balance is front and center in its PR efforts.

One notable example of Cleo’s PR success is their partnership with wellness influencers and mental health organizations to launch a campaign that focused on mindfulness and stress relief. This initiative was a direct response to growing consumer demand for wellness products that promote mental health as well as beauty. By aligning themselves with thought leaders and activists in the mental health space, Cleo positioned itself as a brand that genuinely cares about the holistic well-being of its customers.

Through strategic collaborations and influencer marketing, Cleo has been able to expand its reach far beyond traditional media outlets. They have successfully leveraged the power of social media to engage with their community directly. As a result, Cleo has built a loyal following of customers who not only purchase products but actively advocate for the brand’s values.

Away – A Case Study in Disruptive PR for the Travel Sector

Away, the luggage brand that has redefined the travel experience, offers another exemplary case of how effective lifestyle PR can propel a small brand to success. The company entered a market that had long been dominated by established players but managed to carve out its own space by aligning its products with the growing desire for streamlined, aesthetically pleasing travel experiences.

Away’s PR strategy has been rooted in the concept of travel as a lifestyle—a journey that should be as enjoyable and effortless as the destination itself. From the beginning, Away understood that their products weren’t just about luggage; they were about creating a seamless travel experience for modern consumers. Their PR team worked tirelessly to create a narrative around this concept, which resonated deeply with millennial and Gen Z consumers who prioritize convenience, style, and efficiency.

One of Away’s most successful PR campaigns was its collaboration with high-profile influencers like Lena Dunham, who promoted the brand by showcasing how Away luggage fit seamlessly into her lifestyle. The partnership generated massive media attention and positioned Away not just as a luggage brand but as an essential travel accessory for the modern-day explorer. These influencer partnerships were augmented by strategic media placements in major lifestyle outlets, which helped establish Away as a trusted brand for frequent travelers.

In addition to influencer marketing, Away also used experiential marketing to further solidify its lifestyle brand identity. The company’s pop-up shops in major cities gave consumers the opportunity to interact with the products firsthand while also engaging in travel-related experiences, such as booking vacation packages and attending workshops on sustainable travel. These experiences created buzz and built a community around the brand, driving both media coverage and word-of-mouth promotion.

The Common Thread – Grassroots PR and Consumer-Centric Storytelling

The success of Cleo and Away can largely be attributed to their focus on grassroots PR strategies and consumer-centric storytelling. Both brands have excelled at engaging their audiences in ways that go beyond traditional advertising. Instead of just pushing products, Cleo and Away have embraced the idea that PR is about building long-term relationships with consumers.

For Cleo, this meant positioning wellness as not just a product but a movement. Their PR campaigns have consistently focused on issues such as mental health, body positivity, and sustainability—values that resonate deeply with their target audience. Away, on the other hand, has focused on creating an emotional connection with its customers by positioning travel as an essential part of a fulfilling lifestyle.

Both brands also excelled at using digital platforms and influencer networks to amplify their PR messages. Social media, particularly Instagram, has been an essential tool for both Cleo and Away in reaching their target demographics. By engaging with their customers directly and creating content that feels personal and authentic, these brands have built a community of loyal followers who feel invested in their success.

Cleo and Away are shining examples of how small brands can use lifestyle PR agencies to create lasting relationships with their audiences. By focusing on storytelling, authenticity, and community engagement, both brands have successfully positioned themselves as lifestyle choices, not just product vendors. Their PR strategies have helped them build strong brand identities and cultivate loyal customer bases, proving that even small brands with limited budgets can disrupt entire industries when PR is done right.

As more small brands emerge, the lessons from Cleo and Away’s success should serve as a blueprint for how lifestyle PR can be used to drive growth, create brand loyalty, and build meaningful consumer relationships. PR is not just about selling a product—it’s about telling a story that resonates deeply with your audience and invites them to be a part of something bigger. In the case of Cleo and Away, PR has been the key to transforming small ideas into global success stories.