Prestige is earned in editorial, not in ad units.

The editor calendar runs a year ahead of your launch

Long-lead print closes three to six months out; digital beauty desks plan six to eight weeks ahead. Brands that start PR at launch have already missed the coverage that matters. We work backwards from set dates and retail floor resets, building an embargo calendar, a sampling wave schedule, and desk-side or virtual previews with the editors who cover your category specifically.

• Twelve weeks minimum before a hero SKU launch; longer for print features
• Hero SKU exclusive first, then the sampling wave, then retail-timed coverage
• Sample closet, shipping, tracking, and returns managed in-house by us

Founder narrative is a retail asset

Prestige buyers and retail merchants both underwrite the founder. A profile-format origin story — the reason the formula exists, the problem it solves, the credential behind it — is what makes a brand legible to editors and to a Sephora or Ulta buyer reviewing your deck. We write it to run as journalism, not as brand copy.

Coverage that supports the retail conversation

Earned press is the proof point in a retail pitch. We time coverage to set dates and buyer meetings, package clippings into a merchant-ready press book, and keep an always-on trade track with WWD Beauty and Cosmetics Business so the industry sees momentum between consumer moments.