Tori HarringtonApril 24, 2015

5W Public Relations - Intern Final Project

CLIENT: NYC Based - Dr. Michael Shapiro of Vanguard Dermatology

PITCH LETTER:

New Study Reveals Effects of Pollution on Skin

Hi XX,

We all know that certain diets and even the weather can wreak havoc on our skin. But, a recent skincare study has shown that what we’re eating and the products we are using are not the only things we should be worrying about. High pollution levels, particularly in the Tri-state area, are taking a toll on our skin without us even realizing.

According to the American Lung Association, the Tri-state area is ranked as 12th in the nation for the worst ozone levels and 13th for overall highest particle pollution. That said, there’s certainly validity for us all to be skeptical about what this is really doing to our skin. As city-goers, we are constantly walking through the busy polluted streets, hauling cabs, and taking mass transit, leaving our skin extremely vulnerable to:

         Dryness         Appearing more red in color         Appearing more ‘aged’ with wrinkles and fine lines         Hives, rashes, blotchiness         Clogged pores

I work with New York City’s leading dermatologist, Dr. Michael Shapiro, Medical Director and Founder of Vanguard Dermatology. Dr. Shapiro works with an array of commuters and city-goers alike and can hone in on how pollution has been taking its toll on us all. Dr. Shapiro can discuss the correlation between pollution and skincare, the types of air pollution going around that we may not even realize (indoor vs. outdoor types), as well as provide his expert tips on how to combat the ever-present effects of air pollution along with treatments and products available to keep your skin at bay.

If interested, I am more than happy to coordinate an interview for you to get the scoop (via phone, email or in person) ASAP. Looking forward to working with you on spreading the awareness!

MEDIA LISTS:(actual lists that I have created are attached to the email in original excel format, below are screenshots of the lists)

PRESS RELEASE:

FOR IMMEDIATE RELEASE Media Contact: April 24, 2015 Tori Harrington

5W Public Relations (212) 999-5585

tharrington@5wpr.com

Vanguard Dermatology to Launch New Cool Sculpting Laser Procedure

New York City – Dr. Michael Shapiro and Vanguard Dermatology have announced that they will begin offering Cool Sculpting Laser treatments. Cool Sculpting Laser procedures have grown in popularity because they contour the body without involving an invasive procedure. Cool sculpting is a laser fat treatment that is affordable and again completely non-invasive. Cool Sculpting works by permanently freezing and shrinking fat cells of smaller stubborn areas of fat that may not be responding to diet and exercise.

FDA approved, Cool Sculpting laser treatments can contour your body to appear slimmer and create for you a more desirable shape. Great for muffin tops, back fat and thigh bulges, the fat cells themselves are frozen and zapped away taking inches off of these troublesome areas.

Dr. Shapiro of Vanguard Dermatology specializes in laser procedures and is personally very excited about the launch of this new treatment, stating that “Non-invasive fat reduction technologies have really taken off” and Cool Sculpting in particular uses a state-of –the art method that “utilizes freezing” of the fat cells. He continued to state, “Lasers allow you to customize your approach to the skin based on an individual patient needs, and can provide extremely successful results.”

Patients typically see up to a 25% fat reduction in the targeted area from one treatment, and are shopping for smaller clothing sizes and seeing noticeable results by the end of a second session. Cool Sculpting laser treatment now offered at Vanguard Dermatology is a great alternative to those ‘spanks’ that women usually wear to contour their body underneath clothing. Now, you can work on creating the shape you’ve always desired, with ease of mind, with the professionals at Vanguard Dermatology. Call us at 718-332-2999 to find out more or ask about our several New York offices located in the Financial District, Sheepshead Bay and Green Point in Brooklyn, Forest Hills, and Staten Island.

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Dr. Michael Shapiro, M.D., FAAD, ACMS, is a board-certified New York Dermatologist and a Fellowship-Trained Mohs Skin Cancer Surgeon. He is the medical director of Vanguard Dermatology and an innovator in Mohs-micrographic Surgery, Laser, Aesthetic and Medical Dermatology. Since establishing his practice in 2005, Dr. Shapiro has performed over 10,000 cosmetic and reconstructive Mohs surgeries, as well as pioneered a wide

range of aesthetic, laser and hair restoration procedures. He is widely known for providing patients with unmatched knowledge, treatment and care. MEDIA ALERT:

Revamped Social Media for Dr. Michael Shapiro and Vanguard Dermatology

VANGUARD DERMATOLOGY TO THROW SOCIAL MEDIA LAUNCH PARTY OFFERING PROCEDURE DEMONSTRATIONS

(Sheepshead Bay, Brooklyn NY Location)

New York City – It is easier now more than ever to connect with some of the most experienced skincare specialists in New York City at Vanguard Dermatology. Providing patients of all ages with the highest quality skincare and dermatology needs, Doctor Michael Shapiro and his team at Vanguard Dermatology are happy to announce the launch of several new social media websites.