For the launch of the foundation OhMyGlow of the indie beauty brand Espressoh we chose the newsstand of Piazza XXIV Maggio in Milan and the newsstand Erno in Rome. We gave temporary shops a totally new concept and image. To tell the new product to our stakeholders – journalists, Kol and influencers, we chose to produce a publication similar to a newspaper, and, consequently, the idea of supporting us for the launch at some newsstands set up for the occasion came naturally. Natural but not at all obvious, so much so that the operation has become a case history of great success and has also been replicated by several brands in the industry and not. Through media relations and digital pr activities we have narrated and documented everything on various platforms and social profiles and on national online and offline newspapers.