Beauty company Purple Lab developed a PR initiative to help launch the fledgling company's first product, Huge Lips Skinny Hips. The debut is a collection of Vitamin B3 lip-plumping glosses that tout appetite suppressant Hoodia.
The company is working with Whisper PR on the initiative, which includes an interactive strategy and extensive media outreach, particularly in the blogosphere. Purple Lab founder Karen Robinovitz said she wanted to introduce her product to bloggers first in order to generate buzz among both new and traditional media, as well as foster interaction with bloggers and consumers.
She believes that bloggers break news before print media giving them a head start on publicity.
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