Vice Reversa

Project Manger: Renae Smith. ‍

Assisted by: Maggie Marshall.

Location: UK Focus

Originally launching in 2019, Vice Reversa was founded by industry veterans, Arthur Mitroulas and Peter Tighe. Between them they have a combined 50+ years of beauty industry experience working with brands like Kerastase, Redken and ghd.

Since launching, Vice Reversa has sold over 50,000 products globally and distributes products in the UK, US, Canada, Australia, New Zealand and across Europe.

The Atticism have been engaged to help build awareness of Vice Reversa in consumer press through the development of a PR-able story based around the brand, products and core “MicroMasking” concept .

MicroMasks are an innovative skincare application developed in South Korea, the home of cosmetic innovation. Originally adapted from the medical micro needle technology, each MicroMask is formed from an adhesive hydrocolloid base covered in tiny pyramid crystals. On application, these crystals painlessly pass through the skin’s barrier layer, the Stratum Corneum and dissolve, releasing a powerful blend of active ingredients deeper in the skin where they can be more effective. The application process is easy, painless and can be done at home. Each mask is specifically designed to deal with a specific skin concern with a highly concentrated formula containing 0% water.

Coverage Highlights:

TBC at conclusion of 2023 campaign period.