The company is working with Garcia’s agency, Full Picture, on promoting the shots at New York Fashion Week this September, via a sponsorship of the Vera Wang show, backstage seeding at other shows, and potential gifting, sampling, and collaborations at various events.
“During fashion week, no one is really taking care of themselves. They’re rushing around. This is a better way to help them get what need in the morning and at night,” Leigh Parrinello, PR director at Arizona Beverage, told PRWeek. “We don’t do typical big launches. We’re a grassroots company.”
She added that Garcia will have a large presence at Fashion Week, and the company will most likely Tweet and pitch Fashion Week celebrity sightings to short lead press.
The product launched in New York City, Chicago, and Miami in August, with plans for national roll-out.