PMD
PMD, an at-home microdermabrasion system, came to Olive back in 2010 to introduce PMD to the media. Our challenge involved cutting through the oversaturated beauty industry with an unknown brand and over time, continuing to present an unchanging product while educating consumers about the benefits of microdermabrasion at home. Until this product, this was a treatment associated with expensive spas. We strategically outreached and positioned PMD as the leader in professional grade beauty tools by highlighting the product’s originality and brand achievements.
The key to a successful consumer lifestyle campaign is creativity and let’s be honest – an amazing product. Check and check. We brainstormed creative pitch ideas to generate positive media coverage across national print, online, blogs and national morning TV. We targeted consumer media including women’s interest, travel, health, beauty, business, and fashion outlets. We continued to pro-actively outreach with innovative pitches on a consistent schedule, researched editorial calendar opportunities and worked on maintaining relationships with top-tier media to reinforce the brand. And, we sent out a lot of samples. In addition, we partnered with a celebrity make-up artist for a New York Deskside trip, where we visited several of the top-tier media outlets to give them a firsthand experience with the product.
A lot of amazing coverage. We have secured general consumer coverage in O, the Oprah Magazine, Essence, Pregnancy & Newborn, “The Talk,” InStyle, Allure, Latina, New You, Woman’s World, FirstForWomen.com, Examiner.com, “The Doctors,” TODAY.com, iVillage.com, Self.com, InterviewMagazine.com, PopSugar.com, American Spa, Skin Inc., Nylon, among others. You can check out their media page for yourself. It’s something we are really proud of. What’s more important than the media coverage is the fact that PMD sales went through the roof and this once unknown brand is now sold in major department stores nationwide, including Nordstrom and Neiman Marcus.