A beauty product release should answer what is launching, who it is for, when and where it will be available, and what makes the announcement newsworthy. It should not turn an ingredient list into a medical promise. The sample below is fictional and deliberately uses placeholders, so no brand, test result, quote, or product benefit is presented as a real-world fact.
Gather the facts first
If the story is a reformulation, expansion, collaboration, or first retail availability, say so in the headline. A generic 'revolutionary skincare' claim gives an editor little to work with. Clear availability and a credible differentiator are more useful than exaggerated adjectives.
- Exact product and company names, launch date, markets, price, and purchasing location.
- Product category, intended use, notable formulation or packaging details, and any important limitations.
- Evidence for every performance, safety, sustainability, or comparative claim.
- An approved quote that adds context rather than repeating the headline.
- A media contact who can provide samples, images, and prompt answers.
Fictional fill-in example
FOR IMMEDIATE RELEASE — [Company] introduces [Product], a [cosmetic category] available [date] in [market]. [City, State], [Date] — [Company] today announced [Product], a [plain description] designed for [intended cosmetic use]. It will be sold at [retailer or website] for [price] beginning [date].
'[Approved quote that explains why this launch matters without claiming unverified results],' said [name, verified title]. The formulation includes [factually verified details]. High-resolution product images, a complete ingredient list, and samples are available to qualified media on request. About [Company]: [short, factual description]. Media contact: [name, email, phone or press page].
Replace every bracket with verified information. If a real customer, clinician, or scientist is quoted, obtain permission and check whether the wording implies a claim that needs evidence or regulatory review.
Check claims before distribution
In the United States, FDA says cosmetic labeling claims must be truthful and not misleading. Claims that a product treats disease or affects the body's structure or function may make it a drug under U.S. law, even if it is marketed as a cosmetic. FTC guidance says objective advertising claims need adequate support.
Avoid a headline such as 'erases wrinkles in seven days' unless the exact claim has appropriate substantiation and review. 'Contains hyaluronic acid' is a factual ingredient statement only if the formulation and label support it; it does not automatically prove a specific outcome. Rules in other markets may differ, so have the relevant team review international copy.
Make the release usable for editors
Lead with the news, keep paragraphs short, supply accessible product photography, and include the purchase date and press contact near the top or end. Distinguish a paid influencer campaign from independent editorial interest. A release can make accurate information available; it cannot guarantee a review or feature.
Before publishing, open every link, check the product image rights, confirm the spokesperson's availability, and review the final copy against the label and substantiation file. A good template saves time only when the details put into it are real.