News

KISS PAYOT CHALLENGE

Check out the new case on Kiss Payot Instagram challenge. The total number of participants reached 305 with 89 GIF’s in the longest chain of air kisses. Follow the link for more details.

EISENBERG Paris 360°

Here’s the case study on the multi-channel campaign held for EISENBERG Paris. The total reach reached 15 mln, number of reactions far exceeded 300k, and the Russian team’s goalkeeper autographed 500 balls and T-shirts for the consumers of the brand. Explore the details!

Nation influencer tour for L’Etoile

Check out the brand new case on the national influencer tour for L’Etoile, Russia’s largest cosmetics retailer.

Performance projects for Lumene

In April 2018, we run two performance-based projects for Lumene. The first one was aimed at driving sales of a new Lähde micellar water at a partner online store, check out the project case. The second case describes an email lead campaign help in support of Harmonia line. Check out it here.

Restaurateur's day in the Kremlin Palace

Upside took an active part in decorating and running animation program on the Moscow restaurateur Day in the Kremlin Palace. Almost 6.000 guests attended the event.

07.06.2018

Presentation of Colour Your Life Category at L'Etoile

At the end of May, L’Etoile, the largest chain of beauty stores in Russia, presented its Color Your Life product category conjoing 12 exlusive make-up brands. Upside was in charge of influencer marketing and guest management at two events in Moscow and running the national tour with 9 workshops held by famous make-up artists in regions. The total reach on Instagram and on YouTube amounted to 1.285.000.

May 2018

Launch of Pupa Sport Addicted

Upside was in charge of influencer marketing activites aimed at promoting Pupa Sport Addicted line on social media. Top Russian athletes posted their reviews on Instagram: Olympic tennis champion Elena Vesnina, multiple 13-time champion of Europe in rhythmic gymnastics Yana Kudryavtseva and winner of the Asian Championships in rhythmic gymnastics Elizabeth Nazarenkova.

Geox at Usadba Jazz Festival

In June 2018, Geox partnered with Usadba Jazz Festival at the Arkhangelskoe Estate. The brand presented its bright and airy stand with a variety of animation options for adults and kids. Don’t miss the upcoming festival in St. Petersburg planned for July 28.

02.06.2018

New brand in Upside’s portfolio

Since June 2018, Upside has assumed functions as Russian press office for Emanuel Ungaro. From the PR Department Olga Nelidova is responsible for working with the brand.

01.06.2018

Geox Press Day

On May 17, the Royal Studio Mansion hosted the presentation of Geox. The Italian innovative brand presented its Fall-Winter collection of shoes and jackets based on breathable technologies.

17.05.2018

Eisenberg Clients’ Day with Igor Akinfeev

On the eve of the World Cup, the French perfumert and skin care brand Eisenberg gave all fans an autograph session of Igor Akinfeev, the most titled Russian football player. The brand’s consumers could get a ball or a t-shirt with an autograph and take a memorable photo.

15.05.2018

LAUNCH BY SEVENTEEN

A new collection of beauty products by Seventeen was launched in Moscow in Baltschug Kempinski Hotel, on April, 24th. The newly arrived products are made from all organic ingredients like fruit and oils. Event-management and decorations were conducted by Upside.

24.04.2018

BOSS SS 18 COLLECTION LAUNCH IN GUM

SS 18 «The Summer of Ease collection» was launched in the BOSS flagship store in GUM on April, the 3rd. Vogue editor-in-chief Maria Fedorova, digital influencer Alexandra Novikova and sports journalist Maria Komandnaya were headliners at the event. Musical atmosphere was composed by DJ Vitaly Kozak. UPSIDE team was responsible for the event management.

03.04.2018

LYCON PINKINI PRESENTATION

A new line of Brazilian wax Pinkini Brazilian Care by Lycon was launched at Wax & Go salon on Komsomolsky Avenue. Upside was responsible for the event management and guest management.

14.03.2018

A new brand in Upside's portfolio

Effective March 2018, Upside provides SMM and Influencer marketing services to the French perfumery brand Marina de Bourbon. Fragrances created by Princess Marina de Bourbon are today available in 70 counties.

01.03.2018

SEVENTEEN PRESENTATION

On February the 20th, UPSIDE organised a beauty breakfast for bloggers at Ararat Park Hyatt hotel. The event was dedicated to the launch of the new arrival - collection of lipsticks by the Greek brand Seventeen.

20.02.2018

INFLUENCER MARKETING FOR PAYOT BY UPSIDE

Our partnership with the French brand Payot has been extended: apart from social media marketing, Upside is responsible for influencer marketing effective February 2018. Contact person for inquiries regarding opinion leaders in Upside is Ekaterina Tumeneva.

01.02.2018

UPSIDE PARTNERS WITH “RESPUBLIKA” BOOKSHOP CHAIN, TAKING OVER PROMOTING CHRISTMAS PRODUCT RANGE, AS WELL AS OTHER PROJECTS

We signed our first PR-contract with “Respublika” bookshop chain. Please contact Anelia Ruzho for media inquiries.

13.12.2017

OUR BEAUTY CLIENTS ARE WINNERS OF GLAMOUR BEST OF BEAUTY 2017 AWARDS

All beauty brands in our portfolio are the winners of Glamour Best of Beauty Awards. Products by Lumene, Sesderma, Uriage, Payot and Cutrin are voted best in different categories.

11.12.2017

TERVOLINA SS’18 ADVERTISING CAMPAIGN

In December UPSIDE PR team organized a photoshoot of Tervolina SS’18 advertising campaign.

08.12.2017

TERVOLINA MEDIA DAY

Tervolina, a Russian footwear brand with 25 years of history, released its SS’18 footwear and accessories collection. The decorations of the hall at StandArt hotel were inspired by the Russian ballet theme.

06.12.2017

UPSIDE HAS BEEN AWARDED THE TAGLINE AWARDS 2017 IN THREE DIFFERENT CATEGORIES

This year it’s been the first time that Upside made an application for Tagline Awards, and we are delighted that we are now among the top 25 Russia’s SMM agencies. We’ve also won awards in the following nominations: «Best social media strategy for a retail company»; «E-mail marketing»; «Best run e-CRM startegy».

24.11.2017

UPSIDE IN TOP RUWARD FASTEST-GROWING AGENICES

Every year RuWard releases rating evaluating «Digital breakthroughs» of fastest-growing agencies with digital cases portfolio. We are proud to be included in this rating for the first time, thus turning into one of the strongest industry players.

23.11.2017

GEOX SS'18 MEDIA DAY

Geox SS’18 collections of footwear and outwear were presented to the media at a medieval Mansion on Volkhonka street. The capsule collection created by Ernesto Esposito and seasonal variations of the iconic Nebula sneakers were on display along with other pieces.

22.11.2017

Upside participates in Tagline Awards 2017

We have entered Tagline Awards 2017 competition — the highest digital marketing award in Russia. We are nominees in the categories Social media accounts management/community building. Among other cases, we submitted our highlight projects with Payot and Uriage.

01.11.2017

UPSIDE BECOMES PRESS OFFICE FOR EUROITALIA IN RUSSIA

EuroItalia announced start of cooperation with Upside in November. We are now press office of the company in Russia being responsible for perfumes Versace, Moschino and Missoni. Contact person for media and influencers is Olga Nelidova, who joined the team last fall.

01.11.2017

LOVELY U BY LIU JO LAUNCH

Italian brand Liu Jo and Emilie Coppermann, a renown French perfumer, launched Lovely U, a new fragrance for women, in Moscow. The event took place in Royal Studio, Upside was responsible for event and guest management.

24.10.2017

CAPSULE COLLECTION BY BANANA REPUBLIC X OLIVIA PALERMO

The long-awaited capsule collection created by Banana Republic in collaboration with Olivia Palermo was launched in Moscow, in SEVEN restaurant. Traditionally, Upside was responsible for event and guest management.

26.09.2017

UPSIDE LAUNCHES BANDI ON SOCIAL MEDIA IN RUSSIA

Effective September, Upside team manages SMM activities of Bandi – a new brand to the Russian market, originating from South Korea. In less than a decade the manufacturer of ecofriendly nail polishes and hand care products gained leadership trend-setting positions in its region.

01.09.2017

RUSSIAN FOOTWEAR BRAND TERVOLINA - UPSIDE’S NEW CLIENT

Effective September, Upside is the official press office for the Russian footwear brand Tervolina. The company sets ambitious targets and heads to promising perspectives of business expansion and renewal. Tervolina portfolio already includes exciting collaboration with the prominent U.S. designer Jeffrey Campbell.

01.09.2017

UPSIDE MANAGES SOCIAL MEDIA ACCOUNTS FOR CUTRIN

In August, the Finnish Cutrin brand known for its excellence in making hair care products, became a new addition to Upside’s SMM beauty portfolio. 45 years of experience, “green” philosophy mixed with high technologies — the brand has a lot in store both for professionals and beautyholics.

01.09.2017

UPSIDE HANDLES PR & SMM STRATEGY OF LUMENE

Effective August, 1, Upside is the official press office, as well as Social Media and Influencer Marketing campaigner for Lumene – an established beauty brand originating from Finland. The company is undergoing rebranding – its organic products produced from arctic water and one of nature’s most potent plants are now promoted in the masstige segment.

01.08.2017

FRENCH BRAND URIAGE - UPSIDE’S NEW CLIENT

Effective August 1, Upside is the official communication agency of the French brand Uriage. Scope of services includes PR, Media Service, Event Management, Influencer and Social Media Marketing. We strongly recommend skincare products based on the unique properties of Uriage thermal spring water.

01.08.2017

CLARINS MARATHON #MEONLYSTRONGER

On the occasion of the release of the new Clarins body care product, our team debuted a three-week marathon on social media, motivating users to improve their physical shape. Girls were first inspired by Lena Letuchaya, Vladlena Varlamova and Tanya Rybakova, and later other opinion leaders also joined in. The total coverage of the campaign exceeded 3 million people, and 3,000 social media users downloaded the motivational program. Check out the project case.

CLARINS CHANCE

In June, we held an event called Your Chance with Clarins to help expand the CRM base of Clarins.ru. Over the span of a month, announcements for the event managed to get 1,416 reposts on social media, and the quantity of participants exceeded 6,700. More than 200 participants used a discount coupon in the online store. Check out the project case.

Clarins Contest #IBelieveInRed

In April, Clarins celebrated the third anniversary of its online store in Russia. In honor of this event, we held a large-scale contest with participation from 448 social media users. Its total coverage reached more than 2 million people, and Clarins’ fan base grew by 7,000 subscribers. Check out the project case.

01.08.2017

GAP KIDS CELEBRATION AT THE EVROPEISKY MALL

On the eve of this summer's holidays, Gap Kids held a beautiful and fun celebration for its visitors. All day kids were treated to sweets and were entertained with games and creative competitions with prizes. Each child received a free face painting, along with a commemorative photo.

06.06.2017

GANT AND ELECTRA PRESS BRUNCH

A press brunch in honor of two important events was held at Artplay Gallery: the presentation of shirts and bombers from Gant technological materials and the opening of the new Electra show room.

25.05.2017

GEOX AW’18 PRESS DAY

The presentation of the new Geox collection was held in Volkhonka Mansion. Along with its technological jackets and shoes, the Italian brand presented its first-ever collaboration with renowned designer Ernesto Esposito: a fashion collection of leather and velvet footwear.

18.05.2017

BARBOUR PRESS DAY

Legendary UK brand Barbour recently presented its autumn/winter 2017/18 collection in Moscow. The event was held at the Scissor Street beauty salon, where guests had their hair styled a la Kate Middleton and were shown the process of waxing jackets.

25.04.2017

DOROTHY PERKINS PRESENTATION IN MOSCOW

The presentation of Dorothy Perkins' spring/summer collection was held at the Turandot restaurant. This new season the clothes and accessories of the British brand are offered exclusively at lamoda.ru and can be ordered anywhere in Russia.

15.03.2017

PAYOT SELECTS UPSIDE TO PROVIDE SMM SERVICE IN RUSSIA

Upside has been appointed to handle SMM for the French brand in Russia. Starting in 2017, Upside will be in charge of the brand properties on Facebook, Instagram and Vkontakte.

LAUNCH OF CLARINS HYDRA-ESSENTIEL COLLECTION

December 15, Upside welcomed digital influencers at the launch event of new Clarins Hydra-Essentiel.

15.12.2016

PRESENTATION OF MARK & SPENCER LIMITED COLLECTION

Alexa Chung’s new Marks & Spencer collection was unveiled in full at the special event in Europeyskiy Mall.

07.12.2016

GEOX SS’17 PRESS DAY

Geox presented its SS collection of shoes, jackets and coats to the fashion editors and stylists of the key Russian Mass Media. The Italian design aligned with breathable technologies were highly appreciated by the guests of the presentation.

30.11.2016

HOUSE OF GANT PARTY

On the 13th of October we welcomed our friends at the House of GANT party at the Museum of Moscow. We would like to thank all the guests and especially Vitaly Kozak who made this evening truly exceptional.

13.10.2016

PUBLIC TALK AT BARBOUR STORE

Upside arranged a public talk with Alex Dubas on the first day of October Barbour. The renowned radio host and traveller shared charming stories about Scotland and described some of its amazing traditions.

01.10.2016

LIMITED EDITION OF UPSIDE SUMMER BAGS

This Summer Upside has released its limited edition of bags filled with skin and hair care products from the beauty brands of the agency. A set of original postcards has also been developed to celebrate the brightest season of the year. The bags were distributed among influencers. The opportunity-to-See has reached 2,5 million, and that’s just the beginning.

INFLUENCER RELATIONS FOR KENGURU

This year Kenguru, the Russian chain store of designer clothing and equipment for pregnancy and children, is celebrating its 20th anniversary. On this occasion, Kenguru has launched a 10-week fashion marathon supported by the most influential mommies and mommies-to-be of the Russian Instagram. Upside is in charge of the complete Influencer Marketing scope.

GEOX HAS CHOSEN UPSIDE TO LEAD ITS SMM IN RUSSIA

Upside and Geox have enhanced cooperation and added SMM to the regular PR scope

GEOX AW 17 PRESS DAY

Geox presented the A/W collection to Russian journalists and bloggers. Among the main innovations: Nordplus jackets for strong frost and the enlargement in the kids’ range – breathable jackets and Nebula sneakers.

25.05.2016

LEE STAFFORD CLIENT DAYS IN MVIDEO

Together with M.Video Lee Stafford Electricals held a series of in-store events coincided with school proms. The guests were invited to have their hair dressed and print out Instagram pictures using Upside’s Instaprinter service.

june 2016

UPSIDE IS IN CHARGE OF INFLUENCER MARKETING FOR SKINCEUTICALS

This spring we started cooperation with SkinCeuticals – the American brand of professional cosmeceuticals. Our PR team will ensure full support of the brand among Russian opinion leaders till the end of 2016.

15.04.2016

SESDEMA SELECTS UPSIDE TO PROVIDE PR SERVICE IN RUSSIA

At the beginning of the year we celebrated the launch of the Russian branch of Sesderma – the leading dermatological brand from Spain. It gives us great pleasure to announce that Upside has been appointed to handle PR for the brand in Russia.

05.04.2016

CLARINS RUSSIA REACHED ANOTHER MILESTONE ON INSTAGRAM

In April Clarins reached 30 000 followers on Instagram, the total number of the Russian subscribers is heading to 90.000. We are proud of the cooperation with Clarins Russia – the approach of the team is truly inspiring!

01.04.2016

BARBOUR OPENED ITS FLAGSHIP STORE IN GUM

Upside and S.F.Group formed a strategic parthership, and it was a great pleasure to cooperate in the launch of the legendary British brand in Moscow.

24.03.2016

LA ROCHE-POSAY PRESENTED REDERMIC C10

The brand experts described the benefits of antioxidants in skin care and presented the new innovative product with vitamin C.

15.03.2016

SKINCEUTICALS HELD ITS ANNUAL EVENT FOR BEAUTY PROFESSIONALS

Experts in cosmetology, beauty editors and bloggers participated in the annual event held by SkinCeuticals.

02.03.2016

GEOX PRESENTATION IN MILAN

Within the frame-work of the Milan Fashion Week, GEOX presented its new women's collection. The Russian mass media representatives got acquainted with the collection and its designers – Patrick Cox and Yong Bae Seok.

27.02.2016

LA ROCHE-POSAY’S SCHOOL OF HEALTHY INFANT SKIN

Over 50 people including journalists and bloggers visited the lecture at the school of healthy infant skin – the new project of La Roche-Posay held in cooperation with scientists and doctors. The event was held at StandArt Hotel Moscow.

16.02.2016

SESDERMA LAUNCHED A REPRESENTATIVE OFFICE IN RUSSIA

The Spanish Sesderma, one of the leaders in dermatocosmetology, celebrated the launch of the Russian rep office with a festive cocktail at The Ritz-Carlton Hotel.

29.01.2016

CHRISTMAS CITY FESTIVAL IN MOSCOW

Christmas Festival started in Moscow in the middle of December. 21 project including two interactive museums in the heart of Moscow, were implemented by our team.

18.12.2015

LA ROCHE-POSAY CHOSE UPSIDE AS PRESS OFFICE IN RUSSIA

La Roche-Posay, a brand of L’Oreal Group, assigned Upside to provide integrated service in PR and Influencer Marketing.

December 2015

GEOX PRESS DAY SS 16

A new collection was presented in the Ararat Park Hyatt Moscow. Top members of the mass media gathered for the event.

26.11.2015

MARKS & SPENCER ANNIVERSARY IN RUSSIA

The British brand Marks & Spencer celebrated its 10th anniversary in Russia with a series of in-store events for the whole family.

November 2015

GOLD COLLAGEN ASSIGNED UPSIDE AS PRESS OFFICE IN RUSSIA

Gold Collagen, the beauty supplement de-veloped to maintain healthy skin, hair and nails, is coming to Russia. Upside will provide strategic support to the British brand in Russia.

01.11.2015

GANT PRESS DAY SS 2015

On Gant press day the flagship store got the atmosphere of the West coast, and we had been meeting the guests with a Californian smile.

November 2015

INCITY SHOW AT MOSCOW FASHION WEEK

INCITY presented its SS’16 collection named From Marrakech to New York.

16.10.2015

PRESS CONFERENCE OF MARIO MORETTI POLEGATO, FOUNDER OF GEOX

We held the press conference of Mario Moretti Polegato, founder of Geox, who created a revolution in shoe making technologies.

17.09.2015

PRESENTATION OF LEE STAFFORD ELEC-TRICALS

We invited editors and bloggers to present the range of electricals from Lee Stafford, celebrity stylist.

16.09.2015

GAP WORKSHOP

We invited stylists, fashion editors and bloggers to our workshop on denim customization.

26.08.2015

MOSCOW JAM FESTIFAL

In August we decorated the city for the Summer Jam Fest.

08.08.2015

GANT PRESS DAY

You could feel the true beauty of Californian fall at the Gant flagship store in Moscow on May 27. The brand presented the Fall-Winter 2015/16 collection.

27.05.2015

MOSCOW EASTER FESTIVAL

We were happy to participate in the organization of the Moscow Easter Festival.

01.04.2015

CLARINS WOMAN OF THE YEAR AWARDS CEREMONY

Over 500 guests visited Lotte Hotel Moscow to honor the best female employees of the Russian representative office of Clarins Group Russia.

22.01.2015

ANGEL REBOOT, THIERRY MUGLER

Thierry Mugler celebrated the repositioning of the legendary Angel in Lotte Hotel Moscow.

22.01.2015

CLARINS EPRO CONFERENCE

Clarins awarded the best sales consultants at the annual EPRO conference.

21.01.2015

MOSCOW CHRISTMAS FESTIVAL 2015

We had been working many months to help Moscow get into this magic spirit during the Christmas Festival.

January 2015

BUTMANOMANIA FOR ALFA BANK

In October we organized an event for Alfa Bank's privileged clients. The focal point of which was jazzman Igor Butman.

23.10.2014

MOSCOW JAM FESTIVAL

We’ve been talking about jams and berries for the whole summer. In the end we haven’t made a single bar of jam, instead of this we’ve helped our city to hold one of the brightest holidays of summer – the first Moscow Jam Festival.

August 2014

TRUE RADIANCE PRESENTATION BY CLARINS

Clarins innovative make-up product True Radiance was presented in the Documentary Film Center of Moscow.

05.06.2014

GANT PRESS DAY 2014

The atmosphere of contemporary New York, which has become the main brand designers’ inspiration for the new collection, was recreated at GANT Press Day.

29.05.2014

MOSCOW SPRING FESTIVAL

Upside participated in the organization of the Spring fest in Moscow. Our efforts had been focused on – but not limited to – Stoleshnikov lane in the heart of Moscow.

May 2014

GAP WORKSHOP WITH MAGA MGD

We thought we had known everything about denim, but the workshop of Maga MGD managed to broaden our horizons.

OPENING OF CENTRO’S WARSAW-BASED PRESS OFFICE

Centro’s SS14 collection and Vicini for Centro capsule collection were presented to the mass media in Warsaw, Poland.

LAUNCH OF VICINI FOR CENTRO CAPSULE COLLECTION

Centro hosted a fancy party in Posh Friends to celebrate its collaboration with Vicini.

12.03.2014

GANT PRESS DAY SS 2014

The Traditional press day took place in the flagship store of Gant in Moscow.

28.11.2013

CLARINS KEY CLIENTS' DAY IN S. PETERSBURG

W Hotel hosted clients’ day in St.Petersburg.

27.11.2013

PRESENTATION OF GRUPOCORTEFIEL

The presentation of GRUPOCORTEFIEL was held at the residence of the Spanish Ambassador in Russia.

03.10.2013

GRAND OPENING OF ADMIRE BOUTIQUE

Admire presented its boutique of glamorous wedding gowns and evening dresses. And that's the best news for the admirers of Marchesa, Reem Acra, and Badgley Mischka.

27.09.2013

CLARINS GROUP RUSSIA HOUSEWARMING PARTY

Clarins Group Russia held a housewarming party on the cozy terrace of its new office.

11.07.2013

BE LONG MASCARA PRESENTATION

Clarins presented its revolutionary macara in White Studios.

GANT MEDIA DAY 2013

As always mass media reps and bloggers gathered in the beautiful interiors of the flagship store of Gant in Moscow to get acquainted with its new A/W collection.

28.05.2013

PRESS COCKTAIL BY GANT

Traditionally on the last Thursday in May we held the press cocktail for Gant, this time devoted to FW 12/13 collection.

May 2012

LOVE SKATING RINK WITH AURA BY SWA-ROVSKI

St. Valentine’s eve was marked by an unforgettable event on the beautiful skating rink of Hermitage Garden organized by Clarins Fra-grance Group together with Swarovski House and with support of Rive Gauche beauty chain.

13.02.2013

WOMANITY EAU POUR ELLES BY THIERRY MUGLER

Thierry Mugler and Clarins Fragrance Group presented new exclusive perfume Womanity Eau Pour Elles at the Spiridonov Mason.

07.02.2013

PRESENTATION OF THE F/W 2013 COLLECTION BY GANT

The GANT flagship store in Moscow hosted brand partners and the representatives of mass media at the presentation of FW 2012/13 collection.

31.05.2012

LE COQ SPORTIF PRESS-CONFERENCE

The very first day of Spring together with Le Coq Sportif we held a press-conference to an-nounce the cooperation with Le Tour de France.

01.03.2012

AURA BY SWAROVSKI NEW FRAGRANCE PRESENTATION

The new fragrance AURA by SAWAROVSKI was presented to the Russian audience in RUARTS Gallery.

19.01.2012

PRESENTATION OF EXTRA-FIRMING BY CLARINS

MEL SPACE Art-gallery hosted the presentation of Clarins Extra-Firming line.

12.12.2011

GANT PRESENTED ITS NEW COLLECTION

The flagship store of Gant in Moscow hosted the presentation of SS collection of apparel, shoes, sunglasses and home textiles by GANT.

30.11.2011

MARKETING PRESENTATION OF CLARINS

Clarins presented its marketing calendar for 2012 in Radisson Royal Hotel.

30.11.2011

PRESENTATION OF MY BLEND BRAND

We held a beauty breakfast for one of the brands of Clarins Group – MY BLEND, exclusively presented in the beauty stores of Rive Gauche.

29.09.2011

PRESENTATION OF THE NEW AW 2012 COLLECTION BY GANT

GANT store presented its AW’12 collection of apparel and footwear.

25.05.2011

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