NEW YORK: Beauty company Purple Lab developed a PR initiative to help launch the fledgling company's first product, Huge Lips Skinny Hips. The debut is a collection of Vitamin B3 lip-plumping glosses that tout appetite suppressant Hoodia.
The company is working with Whisper PR on the initiative, which includes an interactive strategy and extensive media outreach, particularly in the blogosphere. Purple Lab founder Karen Robinovitz said she wanted to introduce her product to bloggers first in order to generate buzz among both new and traditional media, as well as foster interaction with bloggers and consumers.
“Bloggers break news before a lot of the print publications,” she said. “When I see something on a blog that's good or bad, I'll make a comment... I want to be able to communicate.”
The team organized a launch event on Friday, February 27, to take online media and beauty bloggers to places related to the names of the glosses. For example, one gloss is called “Kitty Poledancer,” so one of the activities was pole dancing classes at S Factor. During the events, each blogger was provided with a personal camcorder and asked to record and upload videos to their blogs and on YouTube. Robinovitz also provided updates on Twitter and Facebook.
The PR team began planning the initiative in November, and had conducted blogger outreach for pre-launch buzz and desk-sides with national consumer media. The team is currently working on national and regional consumer and trade media outreach.