Overnight, a Band-Aid bandage went from a household product to a must-have fashion accessory through a partnership with designer Cynthia Rowley. “Hurt Couture” collection of Band-Aid bandages launched during NY Fashion Week and was promoted via a fashion first-aid vehicle, the Glambulance. The Glambulance treated actual fashion emergencies and in the matter of days earned over 80 million free media impressions.

Case Study

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