As part of its long-term mission, “Beauty for All,” L’Oreal aimed to extend the second phase of its beauty training program, “Beauty for a Better Life,” to additional cities in China. The campaign sought to build awareness about vocational education and the development of the beauty industry in China, as well as help improve the employability of underprivileged youth in these areas. RF Thunder helped the client host a visually engaging opening ceremony as the pivotal point of the event, featuring a beauty training demonstration and first-person accounts from students about their aspirations to help make a loved one feel beautiful. RF Thunder conducted strategic media outreach to expand the media pool and engage journalists from diverse target sectors, including business, education, philanthropy, lifestyle and fashion. We also orchestrated a carefully targeted communications approach that effectively matched media with the campaign’s various phases, angles and elements that best aligned with their unique interests and subject matter. The strategy also involved creating tailored materials and custom interview opportunities to maximize interest and help ensure widespread coverage across relevant media sectors. Approximately 86 representatives from 73 media outlets attended the opening ceremonies and generated 29 media stories in print publications, 106 articles online and eight TV segments.