HWH PR Secured Three Storefront Windows At Dylan’s Candy Bar On 60th And Third Avenue For Our Client Bed Head Curlipops Hair Appliances During Fashion Week.
Photo By Russell Rowland

Many of my friends and family ask me how I can do my job as a PR person when I am not in the office. I keep telling them that most of my work is done online. However, unless your business life is involved in publishing, as mine is, you might not understand how the digital world is the centerpiece of everything I do. This is also true for many other professions as well.

A recent assignment was publicizing the fact that our client, Bed Head Curlipops hair styling tools, is being featured in three of the storefront windows of Dylan’s Candy Bar on East 60th St. and Third Avenue in New York City to celebrate Fashion Week. The details of the campaign are spelled out in the press release below. Our PR agency was responsible for connecting the two parties, helping to work out the promotion details, and then all of the intricacies in securing editorial ink.

I am going to simplify the tasks even though much more was involved. Other than a few conference calls, we accomplished everything online.

1-Creating the strategy and writing the pitch to Dylan’s promotional department via email.
2-Answering the questions from Dylan’s marketing department by email. Everyone likes to keep telephone conversations to a minimal. You may think that is a sad reality, but it does cut down on a lot of wasted time.
3-Creating online documents that spell out final plans.
4-Tons of emails going over the design of the storefront windows.
5-Creating the press release and getting client approval.
6-Creating targeted press lists.
7-Hiring a photographer who can capture the window displays despite glare and tight sidewalk space.
8-Selecting the photos of choice with client (back and forth emails).
9-Distributing release and photo to the press (1,063 writers).
10-Post the promo on Facebook, Twitter, Pinterest, Linkedin and the Bed Head Curlipops website.
11-The next few days are totally focused on answering press questions, convincing them to cover the story and finally fact-checking.
12-Same thing for initiating dialog on social media platforms. If you want to be successful, you have to engage in conversation every time someone makes a comment. Give and take, give and take.

Not done yet! In order to prove your worth as a publicist, you have to search the Internet for editorial coverage. Most publications don’t necessarily tell you that they are going to actually write a story. Unless beauty journalists or bloggers have questions, they just write and issue. It is up to us to find the coverage.

The bad news is that I am in a 24-hour business. Writers are reaching out to us seven days a week, 365 days a year. If we are not easily accessible, they move on to another story and all of our efforts were in vain.

The good news is that most of my work is done in my muu muu. No more business suits, no more long drawn out meetings, and no more racing around town to meet and greet everyone face-to-face. Now when I meet with members of the press, it is much more casual and comfortable.

Be a buddy. If you see a Bed Head Curlipops and Dylan’s Candy Bar promo story, be sure to let me know.

Thanks partner.

Contact: Lois Whitman PRESS RELEASE
HWH Public Relations FOR IMMEDIATE RELEASE
(917) 822-2591 September 2012
loisw@hwhpr.com

Dylan’s Candy Bar Partners With Bed Head® Curlipops™
Hair Appliances To Celebrate Fashion And Sweeten Up Your Style

Hi-res images available upon request

New York, NY— Dylan’s Candy Bar, along with Bed Head® Curlipops™, is providing a sweet, exciting twist to Fashion Week in New York City as the top designers begin to unveil their 2013 collections. Dylan’s Candy Bar, located at 60th Street and Third Avenue, is demonstrating how candy influences fashion by using the Bed Head Curlipops curling irons in attention-grabbing window displays that show the latest trends in hair styles. Dylan’s is one of the major New York destinations for tourism, entertainment and candy fanatics.

Bed Head Curlipops, known as the hair styling line that can satisfy your cravings without the calories, are sold in eye-catching, swirl lollipop-shaped package designs that pop because of its vibrant colors. The Curlipops feature unique barrel shapes that create fun textures, loose curls and waves. Each iron features Tourmaline Ceramic Technology, a clamp-free wrap and go design, high heat, and a heat protective styling glove for easy styling.

The line consists of:

1” Tourmaline Ceramic Reverse Conical Styling Iron (BH311) – $29.99 MSRP
Create tight curls at the roots and looser curls towards the bottom as seen on the latest fashion scene. This 1” reverse conical styling iron comes in a blue raspberry color and is sure to leave your hair full of delectable texture.

1” Tourmaline Ceramic Hourglass Styling Iron (BH312) – $29.99 MSRP
Can’t decide if you want tight or loose curls? Have them both. This 1” candy apple red hourglass styling iron creates loose curls at the ends and tight curls in the middle. The result is volume that just won’t quit.

1” Tourmaline Ceramic Styling Iron (BH313) – $29.99 MSRP
Creating loose curls and waves is now easier than ever. This 1” styling iron comes in a tangerine color and is sure to leave your hair with sweet shine and amazing body.

1” Tourmaline Ceramic Tapered Styling Iron (BH318) – $29.99 MSRP
Your hair has never looked so sweet! This 1” Cotton Candy pink tapered styling iron creates a curl that starts off loose and then is more defined towards the ends.

Dylan’s Candy Bar is already known as fashion trendsetters as more and more people wear their candy. As recently seen on Project Runway, Dylan’s was the theme of candy-style fashions. Dylan Lauren, one of the guest judges, helped to inspire designers to show how people love candy so much, they wear it. Dylan’s dream of combining a love of candy and a passion for art became a reality in 2001, when the first Dylan’s Candy Bar, located in New York City, opened for business. Since then, Dylan has expanded her stores to include locations in Houston, East Hampton and Los Angeles. Miami is coming soon.

In 2008, the New York City flagship store was renovated to include a third floor, growing from 10,000 to 15,000 square feet – and making it the world’s largest candy store. The third floor now houses a café, offering classic soda fountain favorites, over 100 ice cream and frozen yogurt flavors, 18 types of Belgian hot chocolate and a bakery full of sweet treats. Parties and events are also held on the third floor – check out the website for party packages or contact us at 1-866-939-5267 to create a custom-made celebration.

Dylan’s Candy Bar products are also carried in select Bloomingdales, Saks Fifth Avenue, Neiman Marcus, Nordstrom, Sephora, Alice + Olivia, Urban Outfitters and Juicy Couture stores.