To help the brand introduce an innovative new female hair removal product – the Bladeless Razor™ Hair Removal Kit – CooperKatz created a media launch event that brought together rising female comediennes to share their hair removal trials and tribulations. “The Hair Removal Monologues” took place in New York City at the world-famous Caroline’s on Broadway comedy club, where editors from major consumer publications and local New York news camera crews learned about the latest revolution in hair removal while being entertained by stand-up routines. The event attracted nearly 30 journalists and generated broadcast coverage by both the FOX and UPN affiliates in New York City.
Prior to the launch date, CooperKatz conducted one-on-one desksider meetings with 25 beauty and lifestyle editors representing teen and women’s consumer magazines – highlighting for them all of Veet’s new product introductions with an emphasis on the Bladeless Razor Kit and sharing a 30-second demonstration video produced by the CooperKatz team.
The Veet Bladeless Razor Kit was featured on the beauty pages of Good Housekeeping, Marie Claire, Lucky, Twist, Seventeen and Cosmopolitan. The product was also covered in the lifestyle pages of daily newspapers and featured in TV news segments across the country, including “Good Morning America.” In total, the product introduction generated more than 75 million media impressions.
CooperKatz continued to introduce Veet’s new products to beauty editors seasonally, and garner coverage in beauty and lifestyle magazines and newspaper sections nationwide.
Our work launching the Bladeless Razor Kit for VEET resulted in CooperKatz winning a SABRE Certificate of Excellence award.