We often underestimate the business prowess of influencers and actors, but they do a hell of a lot more than just look pretty. One of those celebs is Shay Mitchell who you may recognise as Emily Fields from Pretty Little Liars, or more recently, as Peach Sallinger in the Netflix series You.
Mitchell has garnered 33 million Instagram followers and millions more on her YouTube, TikTok and Twitter feeds. The actor turned influencer has to be credited for her business acumen, having launched a luggage brand and of course, a tequila brand (as modern day celebs are wont to do). Now, Mitchell is touting the ultimate hangover recovery to pack in your Béis bag alongside your Onda tequila: Hydralyte.
Yep, The Hydration Pharmaceuticals Company (ASX: HPC) who make and distribute Hydralyte have signed a partnership with Shay Mitchell to become a brand ambassador. The partnership will see the actress attend events, promote the product on her social media channels and consult on the Company’s own social media strategy. The Company has also worked with Mitchell to create a new flavour “specifically designed for the actress.”
As an equity partner in the Company, Mitchell has a vested interest worth USD $500,000 in HPC shares.
“Between meetings, working out and chasing a toddler, I don’t drink as much water as I should,” said Mitchell. “I invested in Hydralyte because it delivers superior rapid rehydration, tastes great and is low in sugar so my family gets the hydration they need. It’s a daily life-hack.”
Hydralyte North America CEO Oliver Baker said: “Shay has a deep connection with her followers where they trust the products she recommends, what she has done with her luggage company, BEIS, is extraordinary. As one of the most high profile pregnant women on the planet, she connects directly with our core target market of young families with kids. Her first of many posts begins the intimate story-telling with her audience that allows an authentic introduction of our product’s benefits, ahead of a more consolidated marketing campaign planned for Q3.
“We have timed the launch with Shay to ensure that Hydralyte continues to build strong brand awareness coming into the North American summer period. Traditionally, this period is very high volume and we anticipate increased revenue and cash collection over the coming months.”
For Q1 FY22, the Company reported strong revenue growth of 119% to $1.9 million. Their gross margin increased to 50% from 43% during the last quarter. The Company reported $8.8 million in cash, giving a cash runway of just over four quarters. Product development is progressing on 13 different products and new product launches are expected in the coming months.
Samantha Freidin is a business journalist at Emerald Financial whilst also completing a Masters of Marketing and Digital Communications at Monash University.
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