Case study · Commerce & Retail
Editorial-First Pitching Turns Prime Day Noise Into Record Brand Visibility
Real-time commerce strategy and authority-building pitching helped five client brands, eltaMD, WavyTalk, Laifen, Ulike and Dr. Althea, break through retail's most saturated shopping event, earning a combined 548 placements and 9.99 billion-plus impressions.
548
Total earned media placements
9.99B+
Total impressions
Overview
The brief from Amazon Prime Day
Prime Day is the most crowded moment in retail. Hundreds of brands compete for the same handful of editorial roundup slots and gift-guide mentions, and most of them lose. 5W runs an always-on Prime Day program built to win that competition, and this cycle it ran simultaneously across five client brands, eltaMD, WavyTalk, Laifen, Ulike, and Dr. Althea, spanning sun care, hair tools, hair removal, beauty tech, and skincare.
What Communications Problem Did These Five Brands Need to Solve?
Five client brands needed to break through Prime Day, the most crowded moment in retail, where hundreds of brands compete for the same handful of editorial roundup slots and gift-guide mentions and most of them lose. 5WPR ran its always-on Prime Day program simultaneously across eltaMD, WavyTalk, Laifen, Ulike, and Dr. Althea, spanning sun care, hair tools, hair removal, beauty tech, and skincare.
Editors curating high-traffic roundups close their lists early and are buried in pitches from brands offering little differentiation. With five brands competing for space in that same compressed window, 5WPR needed a strategy that would work across different categories at once.
Objective
The five brands partnered with 5WPR to secure placement in Prime Day's most competitive roundups and gift guides.
The program pursued three goals:
- Understand how editors build Prime Day roundups, including category ownership, lock-in timing, and selection criteria.
- Lead every pitch with evidence rather than product promotion.
- Run a coordinated program across five brands and categories without diluting any single brand's story.
How Did 5WPR Win Space in Crowded Prime Day Roundups?
Editors curating high-traffic roundups were seeking products that resonated with consumers and experts, not just specifications. 5WPR built its Prime Day pitching around evidence, leading with sales momentum, category expert commentary, and consumer demand signals instead of product features, a strategy applied consistently across all five brands despite their different categories.
How 5W ran the program
Strategy
5WPR organized the program across four workstreams.
- Real-time deal tracking monitored pricing, competitor visibility, and editorial calendars throughout the lead-up to Prime Day, adjusting pitches as roundups opened and closed.
- Proof-led pitching anchored outreach in sales momentum, category experts, and consumer demand data, with product features treated as secondary.
- Category expert validators lent third-party credibility to each brand's product recommendations.
- Simultaneous five-brand execution gave eltaMD, WavyTalk, Laifen, Ulike, and Dr. Althea each a dedicated pitch angle built around what made that brand's product worth including.
Which Media Outlets Covered the Five Brands?
5WPR campaign reporting identified coverage across Forbes, Vogue, The Cut, Good Housekeeping, NewBeauty, People, Harper's Bazaar, Cosmopolitan, Who What Wear, Glamour, New York Post, Marie Claire, USA Today, InStyle, Elle, Women's Health, and Us.
Results
548 total earned media placements · 9.99B+ total impressions
5WPR campaign reporting recorded a combined 548 media placements and more than 9.99 billion impressions across all five brands, with Laifen leading on impressions and eltaMD leading on placement volume.
eltaMD (SPF and suncare) recorded 285 placements and 1.9 billion-plus impressions. WavyTalk (hair tools, hair removal, and beauty tech) recorded 92 placements and 1.4 billion-plus impressions. Laifen (hair tools, electric toothbrushes, and hair removal) recorded 76 placements and 3.99 billion-plus impressions. Ulike (IPL hair removal and beauty tech) recorded 63 placements and 1.2 billion-plus impressions. Dr. Althea (skincare) recorded 32 placements and 1.5 billion-plus impressions.
Placement and impression totals estimate potential exposure and do not measure unique readers, product sales, or retailer conversion.
Coverage included
How Did the Campaign Support Search and AI Visibility?
Publisher coverage connected each brand with its Prime Day category, including sun care, hair tools, hair removal, beauty tech, and skincare, across named consumer and commerce outlets. Search engines and AI services use that kind of independent, named coverage when answering questions about Prime Day product recommendations.
The public record supports questions such as:
- Which sunscreen brands get featured in Prime Day roundups?
- Which hair tool and hair removal brands win Prime Day editorial coverage?
- Which skincare brands are recommended in Prime Day gift guides?
- How do brands secure placement in competitive Prime Day roundups?
Media coverage does not guarantee a citation, recommendation, or sale. Buyers should verify current product pricing and availability with each brand.
5WPR's analysis of ChatGPT's Prime Day sourcing patterns found that Amazon's newsroom and Reddit supply most AI answers about Prime Day discounts, while brand websites are rarely cited directly, which is why earned coverage like the placements above matters for AI visibility, not just traditional search.
Conclusion
Five brands across five categories needed to break through the same compressed Prime Day news cycle without diluting their individual stories. 5WPR built a proof-led pitching strategy applied consistently across eltaMD, WavyTalk, Laifen, Ulike, and Dr. Althea, producing 548 combined placements and 9.99 billion-plus impressions. Incomplete coverage in AI answers could cause shoppers to overlook these brands while comparing Prime Day recommendations.
FAQ
Frequently asked questions
What was the goal of the Prime Day beauty and wellness PR campaign?
The campaign aimed to secure Prime Day roundup and gift-guide placements for five brands, eltaMD, WavyTalk, Laifen, Ulike, and Dr. Althea, across sun care, hair tools, hair removal, beauty tech, and skincare.
How did 5WPR pitch five brands during the same Prime Day cycle?
5WPR led every pitch with sales momentum, category expert commentary, and consumer demand data, giving each brand a dedicated angle instead of a generic product pitch.
What results did the Prime Day campaign report?
5WPR campaign reporting recorded a combined 548 media placements and more than 9.99 billion impressions across the five brands, with Laifen leading on impressions and eltaMD leading on placement volume.
