Manchester-based PR and social media agency Down at the Social (DATS) has been appointed by beauty tech innovator ioni to deliver its 2026 PR and social plan to support the launch of the brand.
Created by Ella Burton, daughter of Wondrwall tech entrepreneur Daniel Burton, ioni successfully launched its new tech-driven hair dryer MYIONI to the market in April 2026.
The partnership will see DATS work alongside ioni and its team to boost product awareness and build its social media presence. PR activity will focus on press office, product announcements, reactive commentary and media reviews to increase awareness of ioni and define its niche against competitors in the beauty market.
A gifted influencer campaign will build on the awareness and engagement activity already generated on TikTok and Instagram since ioni’s launch, with content on TikTok already attracting almost 100,000 video views.
Jonathan Williams, director at MYIONI, said: “The beauty tech market has been dominated by a handful of expensive brands for too long. ioni exists to change that – premium design,
intuitive technology, at a price that doesn’t exclude the majority of consumers. Partnering with Down at the Social gives us the platform to make sure that message reaches the people it was designed for.”
Daisy Whitehouse, managing director at DATS, added: “It’s madness how expensive some brands have become, their price excludes a huge percentage of consumers on the market, so I could immediately see how ioni could fill a huge gap with it. It’s a great product, perfectly positioned as affordable, with a high-end design, and it has been purposely designed to be accessible, which will really allow it to stand out against competitors.”
DATS currently works with a range of other clients including Chopstix Noodle Bars, JW Lees Brewery, Bridgewater Home Care, and Supersmith.
