Product Fact Sheet

CLIENT: K-Y, a century-old plus CPG personal products leader, and client of mine at Euro RSCG Global.

CHALLENGE: Position K-Y® Brand TOUCH MASSAGE™ collection as a must-have group of products by generate=ing buzz with media to reach target consumers.

STRATEGY: A product launch campaign called “National Date Night” was conceived, which featured a radio media tour and an exclusive with a top relationship magazine of the time. One of the elements of this plan was to provide press with stays at a partner hotel and a special kit featuring products from the collection. Included was a massage booklet with tips from the brand and this product fact sheet overview.

I wrote this fact sheet to be included as one of the materials in the press kit, used to announce this new line from the brand.

The copy is written to be descriptive to appeal to the senses with a feminine, gentle but informed brand voice. The start sets the tone for what the subject matter is and what makes the new products different and appealing to consumers, basically the benefit. Desirable features follow the benefit to offer extra details, especially as it comes in a variety of scented options to consider. The sheet ends with the less fun but essential details, i.e. ingredients, pricing, and where to find the products, to help inform buying decisions. As this was included in part of a press kit, the call to action to contact myself or my team for interviews or product samples was included in the packet.

RESULTS: Media was armed with product details to feature in resulting product round-up coverage. I was able to secure an inclusion in the Boston Globe.