Overview
Founded in 2021, Big Ass Luxuries is a luxury candle and lifestyle brand created to fill a gap in the market for oversized, long-lasting, high-fragrance candles that blend bold design with elevated craftsmanship. With a distinctive voice and a product designed to stand out, the brand quickly gained attention, but sought to expand its visibility and credibility within the luxury and lifestyle space.
LTPR+ was brought on to lead public relations and brand outreach, with a focus on increasing awareness through strategic media placements and social amplification. Our role included growing the brand’s presence across owned and earned social channels, securing coverage in online and print publications, and positioning Big Ass Luxuries as a standout name within the luxury home and gifting market.
As a growing luxury brand in a highly saturated home and fragrance market, Big Ass Luxuries faced the challenge of standing out among well-established competitors while building credibility as a newer name in the space. Although the brand offered a differentiated product; oversized, long-lasting, high-fragrance candles, breaking through required more than strong visuals or social presence alone.
The opportunity lay in strategically positioning Big Ass Luxuries as both bold and premium, expanding its reach beyond owned social channels and into respected online and print publications. By leveraging thoughtful PR, influencer visibility, and media placements, LTPR+ had the opportunity to elevate brand awareness, strengthen authority within the luxury lifestyle category, and introduce the brand to new audiences who value distinctive design and high-quality home products.
Challenge & Opportunity
LTPR+’s objective for Big Ass Luxuries was to increase brand awareness and visibility within the luxury home, lifestyle, and gifting markets. Our goals included expanding the brand’s reach beyond owned social channels, securing earned media coverage in both online and print publications, and strengthening brand credibility among target audiences.
We aimed to position Big Ass Luxuries as a standout, premium lifestyle brand, while amplifying its distinct voice and product differentiation through strategic PR outreach, influencer visibility, and social amplification. By creating consistent exposure across trusted media platforms, LTPR+ sought to build long-term brand recognition, relevance, and momentum.
Objectives
LTPR+ implemented a strategic public relations approach designed to position Big Ass Luxuries as a bold yet refined presence within the luxury home and lifestyle space. Our strategy centered on intentional media targeting, ensuring outreach aligned with publications and platforms that reflected the brand’s aesthetic, tone, and target consumer.
We combined earned media outreach with social amplification, leveraging both the brand’s owned channels and third-party platforms to maximize reach and credibility. Influencer and creator partnerships were approached selectively, prioritizing alignment and authenticity to ensure the brand resonated naturally within lifestyle, home, and gifting content. Through consistent pitching, relationship-building, and brand storytelling, LTPR+ worked to sustain visibility while reinforcing Big Ass Luxuries’ positioning as a differentiated, premium brand.
Strategy & Approach
Execution
Over an 18-month partnership, LTPR+ executed a comprehensive public relations and content strategy to expand Big Ass Luxuries’ visibility and solidify its position within the luxury lifestyle space. Through targeted media outreach and relationship-driven pitching, we secured coverage in the brand’s dream publication, along with placements across additional online and print outlets that aligned with the brand’s voice and audience.
LTPR+ also led influencer seeding and collaboration efforts, coordinating gifting initiatives with creators and editors who authentically aligned with the Big Ass Luxuries brand. These partnerships resulted in organic social features and increased third-party visibility, further amplifying brand awareness beyond owned channels.
In addition, LTPR+ managed and produced all content for the Big Ass Luxuries Instagram profile. This included directing and executing four+ photoshoots, capturing both iPhone and professional camera content for use across social media and the website. Every shoot was strategically planned to reflect the brand’s bold yet elevated aesthetic, ensuring consistency across digital touchpoints while supporting ongoing PR efforts and collaborations.
In the year of 2024, Big Ass Luxuries total sales grew by 140% compared to the year of 2023
LTPR+’s strategic outreach and targeted pitching resulted in extensive media coverage that positioned Big Ass Luxuries as a standout luxury lifestyle brand. The brand was featured in high-profile national and regional publications, including US Weekly, Architectural Digest (February 2024, in Carla Royder Designs), WWD, Forbes (x2), D Magazine, Yahoo (x2), Home Business Magazine, Southern Bride, NY Magazine, The Gentlemen Racer, Living Etc, Curated Texan, Medium, and Home & Texture.
This broad exposure not only increased brand visibility but also built credibility and trust among the brand’s target audiences, driving both social engagement and industry recognition. By strategically securing placements across prestigious lifestyle, home, and luxury publications, LTPR+ amplified Big Ass Luxuries’ reach, ensuring the brand resonated with both media tastemakers and potential customers.
Coverage & Media Impact
Influencer & Social Amplification
LTPR+ extended Big Ass Luxuries’ reach beyond traditional media through strategic collaborations with top-tier social media influencers and lifestyle creators. These partnerships amplified the brand across a diverse audience, generating authentic engagement and increasing visibility among potential customers.
Influencers featuring the brand included Alix Earle, Paige Desorbo, Tezza Barton, Jessie James Decker, Chelsea Griffin, Barbara Corcoran, Nina Dobrev, Courtney Shields, Craig Conover, Claire Kittle, Cely, Dani Austin, Rachel Meaders, Brie Garcia, Shannon Ford, Carli Bybel, Heather Kuntz, Danielle & Alix, Mary Lawless Lee, Mallory Ervin, Madison Bailey, Jeni (JWOWW), Holland Paterno, Jeanine Amapola, Arielle Charnas, Devin Cordle, Sterling Woerner, Tish Cyrus-Purcell, Ally Rae Hoffman, Mya Allen, Gretchen Clark, and Carina Sykes.
These collaborations helped position Big Ass Luxuries as a recognized, premium lifestyle brand, driving engagement across social platforms and reinforcing the brand’s aspirational image.
In 2024, Big Ass Luxuries partnered with leading brands and creators on a series of strategic candle collaborations, including DIBS x BAL, Dani Austin x BAL, and Carla Royder Designs & Co x BAL. Each collaboration targeted a unique audience within the cosmetics, interior design, and influencer spaces, expanding the brand’s reach and resonance.
LTPR+ played a central role in these initiatives, designing and executing the DIBS x BAL collaboration and producing the creative shoot for the Dani Austin x BAL collaboration, ensuring that each partnership reflected the brand’s bold, premium identity while delivering visually compelling content for both social and media channels.
Collaborations & Partnerships
DIBS x Big Ass Luxuries
BAL Masters Candle
BAL shown in Architectural Digest (February 2024, in Carla Royder Designs)
BAL x Dani Austin
Results & Impact
Secured high-profile media placements across national and regional online and print publications, significantly increasing brand visibility and credibility within the luxury home and lifestyle space
Expanded Big Ass Luxuries’ reach through strategic influencer partnerships, driving organic social amplification across a wide range of audiences
Supported sales growth throughout 2024 through increased brand awareness and consistent exposure across earned and owned channels
Strengthened the brand’s social presence through ongoing content creation and influencer gifting, contributing to audience growth and engagement
Successfully executed multiple brand collaborations that introduced Big Ass Luxuries to new consumer segments and reinforced its positioning as a premium, lifestyle-driven brand
Conclusion
Over an 18-month partnership, LTPR+ worked closely with Big Ass Luxuries to elevate the brand’s visibility, credibility, and presence within the luxury lifestyle space. Through strategic public relations, media placements, influencer gifting, and creative content execution, LTPR+ helped expand brand awareness across key publications and social platforms.
This integrated approach contributed to increased media recognition, social growth, and sales momentum throughout 2024, positioning Big Ass Luxuries as a recognizable and sought-after name within the luxury candle market. By combining thoughtful strategy with consistent execution, LTPR+ supported the brand’s continued growth while building a strong foundation for future collaborations and long-term success.
