Welcome to UP Public Relations
UP is a strategic media relations agency for the luxury lifestyle sector.
We represent a roster of leading, boutique luxury brands across fragrance, beauty, grooming, home fragrance and interiors.
Who We Are
Our dynamic, close-knit team is led by company founder, Jason Waterworth, a PR specialist with over 25 years’ experience, working in close collaboration with international luxury lifestyle press, and a host of leading global brands.
Who We Are
UP is a strategic media relations agency for the luxury lifestyle sector. We represent a roster of leading, boutique luxury brands across fragrance, beauty, grooming, home fragrance and interiors.
The Team
Our dynamic, close-knit team is led by company founder, Jason Waterworth, a PR specialist with over 25 years’ experience, working in close collaboration with international luxury Lifestyle, Beauty and Fragrance press, and a host of leading global brands.
What We Do
UP creates and delivers bespoke, fully-integrated media campaigns for luxury brands. From tailored, detail-oriented launch events to targeted product and feature placement; from VIP and influencer engagement to bespoke online and social media work we help nurture and build our brands.
How We Do It
With our specialist knowledge and our established network of international editors and influencers, we are fully equipped to deliver a brand's story into the right hands. Our bespoke, hands-on approach, our attention to detail and our proven track record combine to help us deliver the right results for the brands we represent.
What Makes Us Different
We offer the hands-on, specialist approach of an in-house team with the resources and cross-over appeal of a fully-fledged PR agency. UP operates in a low-key yet highly effective manner, and this has helped build our reputation among some of the world's leading beauty, luxury and lifestyle press.
Media Relations
Our expert team combines many years' worth of PR experience in the fields of luxury lifestyle, beauty and grooming, interiors and fragrance. We understand these specialist areas, and we know who to call and which titles work for our brand's' needs. This is what sets our service apart and achieves meaningful results for our clients.
Brand Strategy
We work closely with brands to develop a clear and effective media relations strategy that will communicate a brand's story in a concise and engaging way.
Brand Building
We create bespoke campaigns designed to communicate a brand's story in a clear, concise, media-friendly way. We've worked closely with numerous luxury brands from launch, using a combination of methods to help them attain the global positioning from which they benefit today.
We work with UK and international press to achieve effective coverage across leading and specialist print titles.
Product Placement
We place our clients' unique products in a broad range of beauty, grooming, interiors and luxury lifestyle press with an international, local and specialist profile. We do this for both print and online media.
Feature Placement
We know what will interest interiors, lifestyle, beauty and grooming writers and we know how to pitch feature ideas that are newsworthy and relevant. That's why the features we achieve bring our clients the kind of exposure and storytelling that helps build their profile in a significant way.
Digital
We initiate strategy for brands across digital platforms including online titles, blogs and influencers. We also work with brands on wider social media strategy, working closely with our network of creative contacts within the industry.
Baobab Collection - Enchanting & Intense Fragrance — Travel to the edge of the world with exceptional candles, diffusers and bath & body with intense scent
BeauFort London - Tempestuous British perfumery and fragranced candles founded by musician and writer Leo Crabtree
Born To Stand Out - A perfume brand that rebels against predefined social norms to allow people to explore their true identity.
Drei Berge Hotel - Hôtel founded in 1907, located in Mürren, Switzerland. Reimagined by Ramdane Touhami. Reopening 2023.
Maison Louis Marie - Composing delicate scents, a floral tradition since 1792. Fragrance, candle and bath & body
Marc-Antoine Barrois - Exceptional perfumes and home fragrance created by Marc-Antoine Barrois and Quentin Bisch
Officine Universelle Buly - Nature-based beauty; skincare, bodycare, fragrance and accessories / Retail stores
Ostens - Ostens was born from the desire to create beautiful fragrances, using the world's finest ingredients in their purest form
Creatives
At UP, we not only represent brands, but the creatives behind the them.
The Team
Our dynamic, close-knit team is led by company founder, Jason Waterworth, a PR specialist with over 25 years’ experience, working in close collaboration with international luxury Lifestyle, Beauty, Fragrance and Design press, and a host of leading global brands.
Christopher Chong
Thameen
Christopher Yu
Colour & Stripe - Paul Smith / Ostens
Corinne Bensahel
Baobab Collection
Laurent Delafon
Colour & Stripe - Paul Smith / Ostens
Leo Crabtree
BeauFort London
Marc-Antoine Barrois
Marc-Antoine Barrois
Marie du Petit Thouars
Maison Louis Marie
Ramdane Touhami
Officine Universelle Buly / Art Recherche Industrie (ARI) / Drei Berge Hotel
Victoire de Taillac
Officine Universelle Buly
Jason Waterworth
Founder / Lifestyle & Beauty Director
Olivia Wears-Harding
Account Director - Lifestyle & Beauty
Abela Kabyemela
Account Executive
DESIGN FOR DIVERSITY
THE PLEDGE
Visibility
We pledge that our channels will at all times endeavour to include people of every colour and gender and sexuality.
Opportunity
We pledge to seek out Black, Asian and Minority Ethnic candidates to interview for roles that arise in our businesses. We will always hire the best person for the job, but we will endeavour to bring more diverse candidates through the process. We stop short of positive discrimination and we reject tokenism.
Accessibility
We pledge that any events we hold – be they panel discussions or talks, dinners, receptions, or media events – will endeavour to include people of all colours and genders.
