Chapstick True Shimmer

New York City

Introducing a new product after a four year hiatus. 

Refreshed media and consumer interest in the iconic Chapstick brand after a four year absence of PR, including unveiling Chapstick’s new line, True Shimmer, generating broader appeal for the product. Through a series of target content strategies and key copy, helped drive forward media relations and related events including an exclusive editorial event in coordination with leading Manhattan dermatologist Dr. Bobby Buka, and coordinating exclusive consumer giveaways with Total Beauty to drive consumer interest and engagemen. True Shimmer was featured in 67 leading print, online and blog placements along with 20 broadcast placements in the top 25 DMAs, generating more than 45 million media impressions for the program.