Launch Latisse, the first and only FDA-approved treatment for inadequate or not enough lashes, for the mass
Planning & Execution
Invite a fashion stylist to highlight the importance of eyelashes in make-up
Invite a beauty doctor to share the product knowledge
Invite 2 bloggers to share their negative experiences caused by artificial eyelashes
To gain more exposure opportunity, we reserve morning interviews with doctor and testimonial for TV
Effectiveness / Results
As a result, 35 media with 46 journalists attended the media conference including 11 newspapers, 7 online media, 10 magazines, 2 radio and 5 TV
In total, there are 120 news clippings were generated including 8 from key print media, 1 radio and 16 TV clippings as well as 96 articles of online news