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"89 Ways to Write Powerful Press Releases"
Lesson #47: A product for a niche
market
If you're promoting a product for a
niche market, 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 that explains what
the release is about, added details about the products, 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.
BEFORE
PRESS RELEASE
FOR IMMEDIATE RELEASE
Contact:
Jolene Schwartz, President
Appearances For Men
856-866-0913
Jolene@appearancesformen.com
http://www.appearancesformen.com
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!
For information:
http://www.appearancesForMen.com or
Contact:
Jolene@AppearancesForMen.com
Phone: 856-866-0913
# # #
AFTER
Contact:
Jolene Schwartz, President
Appearances for Men
856-866-0913
Email
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, New Jersey – August 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
www.AppearancesforMen.com
The Appearances for Men salon has been in the Laurel Corporate
Center business park in Mount Laurel for 19 years.
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Opportunity #47:
New employees
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