ISSUE:
Mary Kay turned to Coyne PR to create a wrinkle-free launch for its breakthrough antiaging powerhouse – Time Wise Replenishing Serum+C. This topical serum, supercharged with exotic botanicals rich in Vitamin C, proved its beauty with flawless consumer study results.

IDEA:
To make a significant impact with the beauty community and to ensure that news would travel fast, Coyne PR focused its attention on a blogger and broadcast audience. Coyne PR swiftly developed a treatment to capitalize on the scientifically backed exotic ingredients and their high antioxidant composition. To create buzz surrounding the launch, influential bloggers were targeted via the country’s largest blogger gathering… the 2009 BlogHer Conference in Chicago. Working closely with Mary Kay scientists, the team created a comprehensive social media press release (SMPR), which included product video/images, ingredient snapshots, consumer study results and age-defying benefits. The Mary Kay booth was the fairest of them all, with bloggers eagerly visiting the aesthetically appealing custom-designed booth to chat beauty with brand scientists, while collecting samples and an eco-friendly card featuring the SMPR Web address. Immediately following one of the most well-attended blogger events in the world, Coyne PR sent Mary Kay on a multicity broadcast media tour – via satellite! Hosted by Mary Kay’s Chief Scientific Officer, Dr. Beth Lange, live and taped television, radio and web interviews were conducted in markets around the country.

IMPACT:
The results were stunning – with more than 1,400 bloggers attending the BlogHer Conference and spreading the word about the product to peers and consumers, and more than 20 markets nationwide airing interviews. The SMPR helped spike Web traffic for Mary Kay during the week of the event – the product video alone garnered more than 7,000 views and blog visitors increased 29 percent, while traffic to the Mary Kay Web site soared during the event to nearly 550,000!