Press Release
For beauty technology website’s key management announcement.
CLIENT: Reflect.com, a customized beauty website owned by Procter & Gamble, was my client at Edelman Worldwide in Silicon Valley.
CHALLENGE: To draw attention to the first interactive beauty site by announcing innovative new management and then set the stage for the executive to serve as spokesperson moving forward.
STRATEGY: I wrote a press release that generated excitement to a new consumer solution to the beauty industry. I highlighted the executive stepping in at the helm, featuring the work background that demonstrates experience and knowledge in implementing leading technology. The messaging of “personalization” and “first-time technology” was conveyed throughout, including the quotes to differentiate it against the larger number of online start-ups at the time.
The idea was to sell confidence in the expertise of this new appointment and interest in learning more about his insight into this industry and what his company is doing differently to push the needle forward in advancing technology for the beauty industry.
RESULTS: This release served as a great tool to provide credibility to media in order to book a media tour with key reporters and editors, coast to coast. I secured interviews from consumer, technology and business media, including MSNBC, for a media tour.