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Obagi Medical Products

Challenge

Obagi Medical Products, a skincare company that has been popular with dermatologists and plastic surgeons around the world for over fifteen years, had yet to receive much attention in the press. Obagi enrolled the help of RLM to secure placements in national consumer and medical trade publications to differentiate the company and its products from its competitors.

Tactics

RLM developed a media strategy focusing on national women’s magazines and dermatology trade publications.

RLM scheduled meetings with Dr. Obagi and beauty editors at the nation’s top women’s publications and trade magazines. Through an effective source-filing campaign, Dr. Obagi and the Obagi Nu-Derm System were personally introduced to editors, which lead to several product mentions and quotes.

RLM also capitalized on the launch of a new sunscreen–the first product launch for the Nu-Derm system in over ten years–to incite the interest of beauty and trade editors who are continually seeking information on the latest skincare products and trends. For this launch, RLM conducted research to pique interest among the press. After carefully selecting creative packaging, RLM sent out packages of samples with eye-popping “new product” stickers to target media.

RLM used celebrity outreach to generate media attention among the entertainment press. RLM worked with a graphic designer to create 3-dimensional gift certificates for the Obagi Nu-Derm System and Blue Peel, which were included in gift baskets for the nominees of the 2004 Emmy Awards, Lifetime’s “Woman Rock” Awards and the 2005 Oscar Awards.

Results

RLM secured placements in national newspapers, magazines, broadcast outlets, and trade publications.

In addition, Dr. Obagi has been successfully source-filed with editors at magazines such as Allure, Aesthetic Trends and Technologies, Cosmopolitan, Elle, Essence, First For Women, JANE, Ladies Home Journal, Lucky, Marie Claire, Men’s Health, O, Parade, Redbook, Self, USA Today andVogue, and at FOXNews channel.

Stories placed by RLM reached more than 46,497,189 people in the United States and internationally.

Coverage Included: