PR Case Study: How Saltine Communications Helped Monostudio Put Semi-Permanent Beauty in the Spotlight
As beauty routines become increasingly focused on convenience, natural results and lower maintenance, semi-permanent beauty treatments are becoming an increasingly relevant part of everyday self-care.
For Monostudio, this shift presented an opportunity to position the brand not simply as a lash and beauty studio, but as a destination for personalised beauty treatments designed around the needs of modern, busy clients.
Saltine Communications helped Monostudio bring this story to the media, securing coverage across The Wellness Insider, CNA938, Capital 95.8 and Honeycombers. The campaign highlighted the growing popularity of semi-permanent beauty, Monostudio’s personalised approach and founder Yoyo’s journey from aviation to the beauty industry.
Campaign Summary
The PR campaign focused on positioning Monostudio within the growing conversation around semi-permanent beauty treatments and the changing expectations of modern beauty consumers.
Rather than focusing solely on individual services, the campaign highlighted why treatments such as lash lifts, lash extensions, brow and lip embroidery and eyeliner embroidery are increasingly appealing to women looking for beauty routines that require less daily effort.
This created multiple editorial angles across beauty, wellness, lifestyle and entrepreneurship media, allowing Monostudio to communicate both its services and the philosophy behind its approach.
Client Background
Monostudio is a Korean beauty studio located at Boat Quay in Singapore, offering a range of personalised beauty treatments including lash lifts, lash extensions, brows, lips, eyeliner, scalp micropigmentation, skincare and other specialised beauty services.
The studio positions itself around personalised consultation and customised beauty plans, with its artists assessing each client’s needs, preferences and desired results before recommending suitable treatments.
Founder Yoyo, whose full name is Dai Wen Sim, previously worked as cabin crew before transitioning into the beauty industry. She started her business from a home-based setup during the pandemic before developing Monostudio into its current beauty studio.
The Challenge
The beauty industry is highly competitive, with Singapore consumers having access to a wide range of lash, brow, lip and semi-permanent makeup studios.
For Monostudio, the challenge was to communicate what made its approach different from a conventional beauty salon. Simply promoting individual treatments would not fully capture the brand’s focus on personalised consultations, natural-looking results and the overall client experience.
There was also an opportunity to connect Monostudio to a larger consumer trend: the growing demand for beauty solutions that save time while still helping clients look polished and put together.
The campaign therefore needed to position Monostudio within this broader shift while giving media a compelling reason to feature the brand and its founder.
Our PR Strategy
Saltine Communications built the PR campaign around the rise of semi-permanent beauty and the changing lifestyle of modern Singapore consumers.
One key angle focused on convenience. With women balancing work, family, fitness and social commitments, treatments that reduce the amount of time spent on daily makeup can become an attractive part of a low-maintenance beauty routine. Monostudio founder Yoyo explained that clients increasingly want to wake up looking polished without having to spend significant time applying brows, eyeliner or lipstick every morning.
Another angle focused on the shift from dramatic beauty transformations towards subtle and natural-looking enhancements. Monostudio’s approach is centred on enhancing clients’ existing features rather than creating an overly made-up appearance. This was particularly relevant to the growing interest in semi-permanent makeup and natural beauty trends.
The campaign also incorporated Yoyo’s entrepreneurial journey. Her transition from cabin crew to beauty entrepreneur provided a strong founder story for broadcast media, while her hospitality background naturally connected to Monostudio’s consultation-first approach and emphasis on personalised service.
Lash services provided another strong editorial angle. Monostudio offers both lash lifts and extensions, allowing media to explore the differences between the two treatments and which option may suit different lifestyles. Its lash lift service enhances the client’s natural lashes with customised curls, while extensions provide additional length and volume.
By combining trend-driven, educational and founder-led angles, Saltine Communications was able to present Monostudio as part of a wider beauty movement rather than simply pitching individual salon services.
Media Coverage Secured
The Wellness Insider featured Monostudio in an article exploring lash lifts versus extensions and what busy women should know before choosing between the two. The article used Monostudio founder Yoyo’s insights to discuss the growing demand for semi-permanent beauty treatments and how these services can simplify everyday beauty routines. It also featured a first-hand lash lift experience at Monostudio, highlighting the studio’s calming environment, personalised consultation and natural-looking results.
CNA938’s “The Wellness Hour”, hosted by Cheryl Goh, featured Yoyo in a discussion about the rise of semi-permanent makeup. The interview explored her transition from cabin crew to beauty entrepreneur, her experience starting the business during the pandemic and how hospitality values continue to influence Monostudio’s consultation-first approach. The conversation also addressed the growing preference for subtle, personalised and longer-lasting beauty treatments.
Capital 95.8 further extended the campaign’s reach through a broadcast feature with Seok Khoong, giving Monostudio additional exposure through Singapore’s Chinese-language radio audience.
Honeycombers featured Monostudio in a first-hand review by Yuki Ling. The review highlighted the studio’s convenient Boat Quay location, cosy Korean-inspired interior and personalised lash consultation. The writer tried Monostudio’s YY lash extensions and highlighted the comfort of the treatment, attentive service and natural-looking results.
Campaign Results
The campaign secured four media placements across beauty, wellness, lifestyle and radio platforms.
The coverage gave Monostudio exposure through multiple complementary angles, including the rise of semi-permanent beauty, lash treatment education, founder entrepreneurship and first-hand customer experience.
The campaign also allowed Monostudio to communicate its broader positioning. Rather than being featured only as a beauty salon offering individual treatments, the brand was introduced as part of a growing movement towards personalised, convenient and natural-looking beauty solutions.
Why This Campaign Worked
The campaign worked because semi-permanent beauty provided a timely and relatable consumer trend that could be explored from several perspectives.
For wellness and lifestyle media, the focus on convenience and low-maintenance beauty provided an accessible story for busy women. For broadcast media, Yoyo’s career transition and entrepreneurial journey created a strong human-interest angle.
The campaign also benefited from Monostudio’s range of treatments. Lash lifts and extensions provided an easy entry point for audiences unfamiliar with the brand, while its broader portfolio of brows, lips, eyeliner and other beauty services demonstrated that the studio’s positioning extends beyond lashes.
Most importantly, the media angles were grounded in the actual customer experience. The Honeycombers and Wellness Insider reviews both gave readers an opportunity to understand what visiting Monostudio feels like, from the consultation process and studio environment to the treatment itself.
Why Brands Hire Saltine Communications
For beauty brands, effective PR is about more than promoting individual treatments. The strongest campaigns connect the brand to a wider consumer trend while identifying the stories that journalists and audiences genuinely want to explore.
Saltine Communications helps beauty and lifestyle businesses develop media angles around their services, founders, customer experiences, trends and points of difference.
For Monostudio, the campaign combined trend-based storytelling around semi-permanent beauty with founder PR, educational content and first-hand media experiences.
Through targeted media pitching, Saltine helps businesses secure third-party editorial coverage across relevant Singapore publications, radio and other media platforms.
Frequently Asked Questions
What is semi-permanent beauty?
Semi-permanent beauty refers to treatments designed to enhance features for an extended period without requiring the same daily application as traditional makeup. Examples offered by Monostudio include lash treatments, brow embroidery, lip blush and eyeliner embroidery.
Why are semi-permanent beauty treatments becoming popular?
One reason is convenience. These treatments can reduce the amount of time clients spend on their daily beauty routines, which can be particularly appealing to people balancing work, family and other commitments.
What is the difference between a lash lift and lash extensions?
A lash lift enhances the client’s natural lashes by curling and lifting them, while lash extensions involve attaching individual synthetic lashes to create additional length and volume. Monostudio offers both options with styles customised according to the client’s lashes, eye shape and preferences.
How can beauty studios get media coverage?
Beauty businesses can develop PR angles around emerging beauty trends, founder stories, new treatments, consumer education and unique customer experiences. Working with a PR agency can help identify suitable media angles and pitch them to relevant journalists and publications.
About Saltine Communications
Saltine Communications is a Singapore PR agency helping startups, SMEs and growing businesses secure meaningful media exposure.
The agency works across different industries, including F&B, lifestyle, beauty, technology and professional services, developing media strategies around each brand’s strongest stories and differentiators.
With guaranteed media features and press interviews available through its PR campaigns, Saltine Communications helps businesses build credibility through third-party editorial coverage without relying solely on traditional advertising.
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