Beauty editors from Allure and Glamour enjoyed cocktails and stunning New York City views while learning about new ROHTO Hydra

RL&A recently helped launch new ROHTO Hydra with an eye-opening media event/party on the stunning new Pool Deck at the Empire Hotel on June 4.

The event was well attended by top beauty and grooming editors from magazines like Glamour, Allure, Elle, InTouch Weekly, Redbook, Teen Vogue, GQ and Woman’s World, as well as beauty bloggers from AOL Stylelist, Glamour.com, SheFinds.com, TotalBeauty.com and Beauty Blogging Junkie, among others.

Guests sipped cocktails and ate passed hors d’oeuvres while mingling with celebrity makeup artist Gita Bass, the ROHTO spokesperson, throughout the evening. A cool ice sculpture of the ROHTO bottle was commissioned and on display.

In addition to meeting Gita, media were given the opportunity to have their eye makeup done by professional makeup artists Emi, Legend and Bank, and also have their face and future “read” by face reader Sherry Lane. A portrait artist also treated attendees to  Picasso- and watercolor-inspired portraits.

Guests, many of whom have covered ROHTO in the past, were wowed by the event, which has already resulted in fantastic media coverage.

To find out how to you can get your beauty or OTC products into the hands of the media, contact Robin Russo or Alyson O’Mahoney.

ARE YOUR LIPS “PICTURE PERFECT?” THREE YEARS RUNNING, SOFTLIPS® IS THE ULTIMATE JUDGE…AND OWNER OF THE CATEGORY

For the third consecutive year, Robin Leedy & Associates (RL&A) is kicking off the “Softlips® Picture Perfect Lips Search” on behalf of The Mentholatum Company, maker of the popular lip conditioning balm that comes in a “stick.”

RL&A created the nationwide “lip model” search in 2006 as an ownable PR element that could generate buzz for the brand amongst the target audience beyond the topic of general lip care, while also giving the brand a uniquely fun, feminine identity in a crowded product category. We partnered with Parts Models in New York City, the country’s only modeling agency that deals exclusively in beautiful body parts. Parts Models’ president Dani Korwin acts as a key judge in the competition, and has fielded many interviews about the contest and on the topic of parts modeling over the past two years.

To launch the contest and start the buzz, RL&A held a kick-off media cocktail party and “Open Call” event (for future lip models) in Manhattan at Duvet restaurant and club that was attended by some 100 media and their guests who witnessed model-hopefuls lining up outside to have their lips photographed and enter the contest on the spot. We also conducted a mini-college campus tour with open calls and local media blitzes, as well as other events, including the ever-popular Shecky’s “Girls Night Out” parties. The results included 4,400 contest entries, over 60,000 samples being distributed and extensive local and national publicity for the contest. The first-year success prompted TMC to make the contest an annual competition with new promotional features each year.

So, in case you’re wondering, what makes lips picture perfect? According to Korwin, the shape of the lips should include a defined “bow” on the top lip, but no sharp angles; neither the top nor bottom lip should be much larger or smaller than the other; and lips should be full, but not overly exaggerated or “bee-stung.” Lips should also have a natural color along with a smooth, healthy texture with no flaking, cracks or chapping.

The two previous grand prize winners, Mireya Ramos, 18, of El Paso, TX, and Ashton Shane, 22, of Los Angeles, CA, represented the well-cared for, beautiful lips the judges were looking for.

The Softlips® Picture Perfect Lips search is open to legal female U.S. residents, age 13 or older. The 2008 winner will receive a cash prize of $2,500, the possibility to become a professional lip model and the prestige of having the prettiest pucker in America, which will be posted online for all to see at www.softlips.com.
For a full set of rules and photo guidelines, as well as an official entry form, visit www.softlips.com.

For the second year in a row, RL&A and The Mentholatum Company teamed up to conduct the “Softlips Picture Perfect Lips” contest that was developed by RL&A to highlight the leading lip conditioner’s lip-perfecting qualities amongst young women.

Once again the contest proved successful in attracting attention, drawing almost 2500 entries from women ages 13 to17 who believed that their perfect pout could make them a top lips model with a contract from Parts Models, the only modeling agency devoted solely to beautiful body parts.

The campaign kicked off with a segment on New York’s CW11 and was later picked up by hundreds of media outlets, including the Chicago Tribune, St. Louis Dispatch, Tampa Tribune, Cosmogirl.com and YM.com.

The 2007 lip victor was Ashton Shane, 22, of Los Angeles, a young woman with beautifully-shaped and well-cared-for lips. As grand prize winner, Shane received a $2,500 check along with a one-year supply of Softlips® products. 

The “Pros of Probiotics” Media Event Hosted by RL&A is a Success

From right: April Franzino, beauty assistant at Good Housekeeping magazine, meets with Anne Carlantone of RL&A, Joel Arivett and Tina Pardue of Microplane Personal Care, as well as spokespersons Gina Eppolito and Dr. Lee Cohen.

RL&A Media Event is "Toe"-Tal Success–Some 20-plus top tier beauty media were treated to a spa pedicure and foot-care goodies when Robin Leedy & Associates recently hosted the

Microplane® Personal Care media briefing event at the luxurious Townhouse Spa in NYC. Microplane®, which made a name for itself in the housewares industry, is looking to do the same in personal care with its unique Foot Files and Foot Buffers, which are safe and effective to remove dry skin and calluses from the feet.

The event was well attended by editors from leading women’s and men’s magazines, including Men’s Vogue, New York Magazine, Good Housekeeping, Us Weekly, Women’s Health, Self, Maxim, Ladies Home Journal, Women’s Wear Daily, Parents, Conde Nast Traveler, CosmoGirl!, All You, Family Circle, Teen Vogue, Health, Allure and Redbook, among others.

From right: Kate Schweitzer, associate editor at Prevention.com, and Monique Meneses, assistant editor at Us Weekly.

Editors had one-on-one product briefings with Philadelphia Eagles podiatrist Lee Cohen and celebrity pedicurist Gina Eppolito (most recently credited in this month’s issue of Allure magazine for doing Sarah Jessica Parker’s pedicure for her photo shoot), as well as the Microplane® team. Each editor also had a personal experience with the new Microplane® Foot Files and Buffers during their spa pedicures.

Initial feedback from the editors indicates this RL&A media event was a “toe-tal” success! Now the real work begins as we follow up to secure placements.

For more information on how to get media exposure for your OTC, beauty or women’s health products or services, Contact Robin Russo of Robin Leedy & Associates

The Softlips® Picture Perfect Lip Search celebrates its second year, as thousands of young women (13+) nationwide enter their photo on the brand site to vie for the title of America’s most perfect lips. Not only does this contest tie in with the brand’s messaging of soft, beautiful lips, but it provides RL&A with a “product” to reach out to media outlets that would not traditionally cover beauty and/or lip balm, and it is a vehicle to drive Web traffic. The contest has traveled to college campuses, retailers, and fun women’s night out events nationwide.

One of the biggest complaints of those who suffer from excessive underarm perspiration is that they can’t wear what they want. Since Certain Dri Antiperspirant can help get rid of the problem, we wanted to offer another life-changing offer….a $1,000 “sweat-free” shopping spree to buy the wardrobe you always wanted, now that the excessive perspiration is under control. Through traditional PR, online efforts and an exclusive editorial offer via Woman’s World magazine (the top read magazine by Wal-Mart shoppers), tens of thousands of entries came rolling in.

Promotions in Motion

Strategic, creative promotions, including contests, giveaways, sampling, events and more, that tie into the news and messages of your brand can go a long way in engaging your consumer with something fun and interactive, while keeping on point with your messages and driving consumer Web traffic.

Some current RL&A promotions include: