Press Release Tip 47
How to promote a product for a niche market
If you’re promoting a product for a niche market, state that in the headline, and don’t dilute the release with a lot of extraneous information.
The release below was written to promote a line of men’s skin care products that would appeal especially to cancer patients who are undergoing radiation and chemotherapy. When I rewrote it, I removed a lot of repetitive information, added a more descriptive headline and subhead that explains what the release is about, added details about the products, used shorter paragraphs, and included a new call to action.
This press release would be perfect for the “featured products” section of men’s magazines. But I think the upscale men’s grooming salon, which has been managed by a woman for 19 years in a corporate business park, is also a fascinating story that would appeal to local newspapers and business magazines. A separate press release with a different emphasis could be written for that purpose. Or the owner could simply pitch the idea to a business reporter and link to the press release. Remember, customized pitches are far more powerful than press releases when you want publicity.
FOR IMMEDIATE RELEASE
Jolene Schwartz, President
Appearances For Men
Tools to Soothe Cancer Patient’s Skin
Mount Laurel, NJ — March 16, 2006 — Face Tools simple and effective skin care products are available for men to comfort ravaged skin caused by chemotherapy and radiation treatments. Jolene Schwartz, owner of Appearances For Men and cancer survivor is using her professional experience by taking a proactive role in developing and marketing skin care products to help make male cancer patients care for their skin, during, and after their treatments to enhance the way they look and feel. Until now there has not been a line of skincare products to support Male patient’s need for products that provide soothing properties and strong relief for dry, sensitive or compromised skin. Until now there have not been a line of soothing skincare products for men.. Brochures can be found in local doctors’ offices, oncology centers and other related outlets.
The number of men diagnosed with cancer is growing every year; in the U.S. men have a slightly less than 50% risk in developing cancer in their lifetime according to the American Cancer Society. The National Cancer Institute estimates there will be about 1.39 million new cases in 2006. Jolene saw this trend on a much smaller scale as her clients shared their challenges and experiences with cancer treatments. At the same time Jolene saw the men’s personal care category rapidly growing with product lines targeted to men, so she worked with her salon clients to find skin care products that not only soothed and protected their faces from the environment, but weren’t greasy, scented or difficult to use. Jolene researched, sampled and tested all the products she could find until she was clear what men needed, wanted, and would use, and found the existing commercial lines were unsatisfactory, because they did not take into consideration men’s lifestyle and product usage habits. Armed with all this research and a strong desire to fill the gap, she created Face Tools® a multi-benefit Skin System for men; each product is designed to be effective, light-weight, packed with powerful skin soothers and desert plant extracts that supply essential water without additional oils.
Exposure to the sun’s ultraviolet rays is the single most dangerous environmental factor in the development of skin cancer. Men really dislike using sun screens and have any number of excuses for not wearing sun protection; “Oh the application is messy!”, “It makes my hands slippery!”, “It sweats off and drips in my eyes!”, “It smells!”, “It’s time consuming, inconvenient and I just can’t be bothered!”.
Jolene was determined to find efficient products that men would use, and Colorescience’s Sunforgettable is a ground mineral powder sun screen; it is a physical barrier and reflector to the sun, using the dry mineral form of titanium dioxide and zinc oxide. Colorescience is SPF30, Very Water Resistant, weightless, does not rub off on clothes, is odor and chemical free, and will not burn the eyes when perspiring … it’s easy to use, protection is instant, it’s the best non-chemical sunscreen on the market, and it’s perfect for people with sensitized skin.
The research and development is complete, now the challenge is to get these soothing tools into the hands of the people who need them, cancer patients. Brochures are being distributed and displayed in local doctors’ offices, oncology centers and are available to all interested in helping men feel good in their own skin. Face Tools are available at Appearances For Men in Mt. Laurel, NJ; through mail order (order form in brochure); and on www.AppearancesForMen.com, the Internet source for Men’s Skin, Body and Hair Products.
Appearances For Men is more than a barbershop or retail store, for 19 years Appearances For Men has been ahead of Trends: by locating in an upscale Business Park when barbershops were invading Malls; by focusing on Men Only service when Unisex was hot; by introducing salon services before the Spa era; and by manufacturing it’s own brand of Men’s Face Tools grooming products for the shop and the Internet.
At Appearances For Men, Service designed for Men is the first priority! If we asked what men wanted and needed; they would tell us and we would get it or make it for them! If they like being here, they would tell their friends and return regularly … and Jolene found that they do!
# # #
Jolene Schwartz, President
Appearances for Men
Men’s grooming products soothe skin ravaged by chemotherapy, radiation
Cancer patients now have shaving gel and aftershave
that aren’t greasy and don’t burn
Mount Laurel, N.J. – Aug. 1, 2006 — Men who undergo chemotherapy and radiation treatments have a difficult time finding skin care products that don’t irritate their faces.
That’s why Jolene Schwartz, owner of a grooming salon for men in New Jersey and also a cancer survivor, created the Face Tools line of products that provide relief for dry, sensitive skin during and after cancer treatments. Any man can use them, but they’re particularly helpful for cancer patients because they have milder ingredients, a minimum of preservatives, desert plant extracts and essential oils instead of perfumes.
The Face Tools line includes:
- “Cleanse & Shave” foam that provides a lubricating barrier for a smooth, frictionless shave. It contains tea tree, a natural antiseptic, and white tea and licorice which soothe and leave skin clean and comfortable. The 3.7-ounce container is $15.
- “Daily Defense,” a revitalizing aloe-based gel, combats redness, dry skin and all traces of post-shave irritation. It leaves a soft, dry, oil-free protective barrier on the skin. The 3.7-ounce container is $18.
The American Cancer Society estimates that men have almost a 50 percent risk of developing cancer in their lifetime.
Schwartz, who saw men’s personal care products growing rapidly, worked with clients at her Appearances for Men grooming salon to find skin care products that not only soothed and protected their faces but weren’t greasy, scented or difficult to use. She tested a variety of products before developing the Face Tools line.
Doctors’ offices, oncology centers and others can obtain product brochures by calling 856-866-0913. Her entire line of products is at http://www.AppearancesforMen.com
The Appearances for Men salon has been in the Laurel Corporate Center business park in Mount Laurel for 19 years.
Opportunity #47 to write a press release: New employees
When you hire new employees, send press releases to the daily and weekly newspapers in your area, as well as to the daily and weekly papers where the employees live. You can also send releases and photos to business magazines, business journals, chamber of commerce newsletters and trade publications. Share on LinkedIn and other social media.
Next: Write for the web.