Health and Beauty PR Campaign - OroGold

OBJECTIVE

OROGOLD Cosmetics, a luxury anti-aging skincare line made with 24K Gold, tasked 5W Public Relations with executing a summer media event to help open its flagship New York City store, present the brand's upcoming launches and notable products, and introduce their just-named celebrity spokesperson, Denise Richards, to top long lead beauty focused editors, local press, and celebrity focused editors and TV.

STRATEGY

To generate significant media awareness for the store opening, brand launches and products, and partnership with Denise Richards and OROGOLD, 5W set out to provide top editors and influencers with an intimate experience with OROGOLD through an interactive afternoon party at the new flagship location. 5W chose an early afternoon event to allow editors to enjoy a mid-day treat without spending the day out of the office.

This gave attendees the opportunity to see the new space. They were briefed on the brand as well as on additional top collections and new launches. 5W invited press to enjoy the amenities at the store, mingle, and speak with brand representatives and 5W team members, while waiting for Denise Richards' arrival. Attendees received one-on-one skin consultations and product recommendations from an OROGOLD specialist. They were also able to select 2-3 customized products to take in their gift bag as part of a "shop the store experience," as well as receive beauty tips and regimens surrounding OROGOLD.

5W secured multiple exclusive interviews for Denise Richards during her one-hour scheduled with top celebrity outlets. And open Q & A allowed guests to receive sound bites from Denise to use for coverage. Attendees were able to secure photo opportunities of Denise. 5W was able to leverage everything within that hour in event follow up for various coverage angles and opportunities.

To encourage on site social media mentions, 5W developed the hashtag "#OROGOLDNYC" and pushed the OROGOLD team to include it at the end of the presentation inviting editors to post memorable photos and quotes from the event and the Q & A with Denise Richards.

RESULT

Media turnout was incredibly strong: 35 guests attending from top outlets including Marie Claire, Glamour, The New York Times, Us Weekly, EXTRA, and others. The feedback 5W received from the editors during and post-event was tremendously positive and several created social media buzz.

5W saw immediate results regarding the partnership with Denise Richards, highlighting the store, brand, and Denise in excellent light. 5W's personalized and tailored approach to outreach and follow-up has helped maintain key relationships for future opportunities. Using quotes and sounds bites from Denise Richards has also helped 5W secure press for the brand outside of the event coverage. 5W continues to strengthen relationships with the media at such occasions as they allow for both brand and personal connections to be enhanced.

For information on OROGOLD Cosmetics, please visit www.orogold.com.

Health and Beauty PR  - OroGold Cosmetics media placements and events

Health and Beauty PR  - OroGold Cosmetics media placements and events

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