ISSUE:
Coyne PR was asked to create hair-removing excitement with women ages 13 – 45 for the launch of Nair “No Touch” products – a revolutionary depilatory application system and for new Nair Wax Strips.

IDEA:
The Coyne beauty and grooming team teamed up with a popular and well-respected Manhattan-based aesthetician. Jillian Wright, of GLOW, assisted the team to engage media, conduct a product demonstration and deliver key message points and product attributes to top beauty editors via deskside appointments, with more than 20 target publications over a two-day period. To compliment the meetings, and also reach all editors not met with, the team created customized creative mailers to house the products and help tell the “No Touch” story. Celebrities were also seeded with the unique products.

IMPACT:
The outreach resulted in 146 million media impressions. Placements appeared in nearly all hair removal stories in major women’s and teen magazines. Additionally, celebrities, including Ashlee Simpson, admitted their fondness for Nair.