the problem
Men’s Skincare isn’t Getting the Attention it Deserves
Given the outrageous number of products on the market dedicated to the care and maintenance of women’s skin, it’s only natural that Sandra Scott-Allen, Founder of Otis Skincare, took a deep dive into the men’s skincare market when she first started researching the deeply harmful effects of travel on the skin and how the lack of an appropriate skincare routine can also further damage the delicate visage of men, not just women. Self-care isn’t a new concept but there is a rising sense of urgency for those seeking its benefits. Launching an ecommerce product line dedicated to solving men’s skincare woes was a cause that resonated with Scott-Allen, the real hurdle was transforming her new products into a trusted and well-known brand outside of France (where the company is based). She was working with a French press agency but wanted to try to expand her reach in the English speaking market and came across JustReachOut while researching her PR software options.
the solution
It’s Not One Size Fits All
With her Outreach Strategist, Scott-Allen was able to see the impact of working with a specialist for fine-tuning pitches and angles, garnering replies to pitches and follow ups, and landing several opportunities in a short period of time. Just like a skincare routine, a PR strategist must be personalized and connected to the challenges and goals facing the person in the mirror. For Otis Skincare, executing a multi-pronged approach that included testing pitches was what the company needed to see initial results. Using JustReachOut, the Outreach Strategist made good use of the Press Opportunities search feature and increased the frequency of searches typically dedicated to a brand. New press opportunities enter the Twittersphere at a furious pace and a good portion of these blogger and journalist requests for interviews, sources, and general stats and stories are related to the beauty and cosmetics industry.
the outcome
Press Mentions on a Consistent Basis
Consistent mentions and features of her product and company in press was exactly what Scott-Allen was looking for in terms of PR results. A sustainable approach of answering press opportunities of journalists seeking specific interviews and sources was a repeatable strategy she could implement on her own as well. The combination of learning and implementing a sustainable strategy helped Scott-Allen get her brand featured and press and learn how to do this on a repeated basis over and over again.
