Why Press Kits Still Matter for Product Lines

Why Press Kits Still Matter for Product Lines

In a world of fast content and social-first storytelling, press kits might feel old-school. But for lifestyle and beauty brands launching new products, they remain one of the most essential PR tools in the game. A well-designed press kit doesn’t just inform—it inspires coverage, sets the narrative, and gives editors and influencers everything they need to say yes.

Here’s why press kits still matter in 2025—and how to craft one that earns results.

1. Editors Still Need Assets (And Fast)

Modern press cycles are fast. Journalists, bloggers, and even creators often need to pull imagery and facts on a tight deadline. A great press kit:

• Saves them research time
• Ensures accuracy
• Makes your brand look media-savvy

2. Your Kit Shapes the Coverage

Without guidance, a writer will form their own story. With a well-structured press kit, you guide what they focus on. That means:

• Highlighting ingredients or materials that set your product apart
• Showcasing founder quotes with compelling POV
• Framing key messaging in memorable language

3. Digital Doesn’t Mean DIY

Today’s press kits are sleek, linkable, and interactive—but they should still feel polished and intentional. Think:

• PDF or deck versions for download
• Dedicated press landing pages with embedded video and assets
• Branded Google Drive folders for easy access

4. Creators Use Them Too

Influencers aren’t just waiting for a caption brief. Many want:

• Brand backstory to personalize their post
• Product details for authenticity
• Photo and video assets to elevate their visuals

Press kits support both earned and paid placements.

What to Include in a Modern Press Kit

• Product name and tagline
• Key benefits, features, ingredients, or innovations
• Founder or team quotes
• Pricing, availability, and where to buy
• High-res product images and lifestyle visuals
• Media contact info and brand website/social links

Optional but Powerful Additions

• Launch timeline or roadmap
• Brand mission or sustainability story
• Customer testimonials or reviews

Packaging Counts

If you’re sending a physical kit, elevate the unboxing experience:

• Custom mailers with thoughtful touches
• QR codes linking to the digital kit
• Printed mini-zine or brand booklet

Great packaging creates content opportunities, too.

Final Thought

Press kits may feel like a legacy tactic, but the brands that still invest in them are the ones who consistently earn media attention. In an age of endless pitches and inbox clutter, your kit is your first impression. Make it count.

Give the media a reason to say yes—and the tools to do it fast.