Challenge:
Young Living Essential Oils, a globally recognized leader in the essential oils industry, sought to reinforce its reputation and strengthen its market position amid heightened scrutiny of its multi-level marketing (MLM) model and product claims made by some of its brand partners. As a result, Young Living engaged Red Banyan to help proactively manage its public image, enhance credibility, and strengthen crisis preparedness.
Action:
For two years, Red Banyan worked as an extension of Young Living Essential Oils’ internal team, developing a deep understanding of the brand, industry landscape, and reputational challenges. Through extensive research on competitors, industry trends, and public sentiment, we identified key opportunities to reposition Young Living’s reputation and strengthen its messaging. We crafted a strategic communications approach that aligned with company goals, reinforced its commitment to quality and wellness, and set it apart in a competitive essential oils market through positive media placements. Recognizing the potential for ongoing scrutiny, we established a crisis response framework with rapid response strategies and transparent public statements to mitigate legal and reputational risks. We developed high-impact press releases highlighting key business initiatives, product launches, community engagement, recognitions and scientific collaborations, positioning Young Living as a world leader in the wellness industry. To further elevate the brand, Red Banyan has also researched relevant award opportunities for Young Living, to amplify the company’s existing advocacies and promote its top-tier products.
Impact:
Over the course of our engagement, Red Banyan successfully mitigated crisis-related events, developed a robust framework to manage reputational risks, and provided statements that ensured transparent and strategic communication during sensitive situations.
Red Banyan has secured placements that highlighted Young Living’s products and experts in several outlets such as Vogue, Martha Stewart, Apartment Therapy, First for Women, BuzzFeed, Homes and Gardens, Livingetc, Home Business Magazine, FOX13, and others. These features reinforced Young Living’s authority in the wellness industry and expanded its reach among key consumer audiences.
Additionally, Red Banyan identified and leveraged strategic award opportunities to elevate Young Living’s industry recognition, helping the brand announce its recognitions, including the Good Housekeeping 2022 Parenting Awards, Viddy and dotCOMM Awards for Skyrider Wilderness Ranch Video, and a Human Resource award in Utah Business Magazine.
By combining proactive crisis management, media visibility, and brand positioning, Red Banyan helped Young Living navigate challenges while strengthening its reputation as a trusted leader in the essential oils industry. This integrated approach positioned the brand for long-term success, ensuring it remained resilient, credible, and well-prepared for future opportunities.