Ulta Beauty stores were holding special events to promote the launch of a new IT Cosmetics product line. The IT Cosmetics CEO would be visiting local stores, along the IT Cosmetics team, teaching a master class on using the makeup products. My team at Ketchum was tasked with pitching local media outlets to promote both the products and the events, and we had the challenge of putting a lot of priority brand information into one pitch. I created story angles that were timely and relevant to the beauty audience– flawless skincare– and tailored my pitches to different outlets.
Consumer lifestyle pitch (for online and print media outlets):