Category
8 Min Read | The arrival of the Covid-19 pandemic caught us all unprepared last spring. In the 12 months that followed we have seen ecommerce skyrocket and international travel practically vanish. Perhaps one of the most threatened commercial markets…
Continue reading10 Min Read | Being a clean beauty brand is already becoming a “must” in Europe and the United States as clean beauty companies and manufacturers work towards growth and expansion strategies, all while ensuring their products are addressing rising…
Continue reading8 Min Read | The Chinese fragrance market is growing rapidly, and emerging local brands are proving to be stiff competition for Western beauty conglomerates focused on international expansion. Fragrance products account for only 2% of the Chinese cosmetics market…
Continue reading10 Min Read | The term “cannabis cosmetics” is rapidly emerging in the cosmetics and beauty sector, having numerous overseas startups announcing the use of cannabis in beauty products. How has cannabis become an integral part of a fast-growing market…
Continue reading8 Min Read | China, first to be hit hard by Covid-19, is showing strong signs of economic recovery — and its luxury cosmetics market is quickly returning to pre-pandemic levels. Why? The answer appears to lie with China’s younger…
Continue reading8 Min Read | ‘Daigou’ translates from Chinese to English as ‘buy on behalf’, or surrogate shopping — and that is, essentially, what it is. It’s a practice which peaked in 2013, whereby an individual or group outside of China…
Continue reading8 Min Read | Beauty brands that strive to tap into the Chinese market are working with a new generation of consumers, whose lifestyles, desires and world views are changing with wider societal and global shifts. A report by Deloitte,…
Continue reading8 Min Read | With so many businesses competing for consumer attention in saturated markets, savvy beauty brands keep ahead of emerging markets in order to leverage growth by launching in new regions. Knowing where to look is key to…
Continue reading8 Min Read | This year brought the surprise news that the UAE was to normalize relations with Israel, in a deal with far-reaching implications. For the beauty industry, the deal opens up trade between the two markets. But at…
Continue reading7 Min Read | The market for male beauty and personal care brands has always been smaller — and harder to tap into — than the female beauty market. As the pandemic continues to change the way all of us…
Continue readingPre-Covid, I spent a few weeks with Amazon’s product team when they were setting up their Middle East operations.
We spent a lot of time talking about product marketing.
Quickly, I learned that their product marketers are OBSESSED with what they call the “working backwards” process. A term they've coined for releasing new products to the world.
It's a simple methodology for communicating new products.
Their marketing team actively talks about this process on social.
However, it’s difficult to find a good working example
So here it is…
**Press Release Template For New Products** (Including press release example)
[drive.google.com/file/d/1DNe4gsbDzHxagDYeSnS7M5nApF5jJAYt/view?usp=sharing]
Every week I'm sent a ton of press releases, and unfortunately most are irrelevant or badly structured. This template is a great foundation for sharing information on your own products.
P.S. If templates like this are beneficial let me know in the comments, and I will put together and share some of the best examples I have collected over the years.
I've heard about the imaginary press release exercise for many years, but have never seen an example up close. Your problem and solution sections are actually much more detailed then a standard press release would provide. I like that. It means that this exercise is actually quite valuable for planning and goal-setting, rather than just being a repository for hazy dreams.
