It’s a common experience in the process of earned media and PR outreach. You send out a press release, an influencer sample, or a product pitch…and then you wait. And wait. And wonder if anything is happening at all.
But great PR rarely shows up overnight. Earned media requires trust which takes time.
Some of the most powerful media placements don’t come from a viral moment or a perfectly timed social post, they come from persistence, relationships, and often, patience. So I’m excited to share some proof, the story of Lavoh, a reusable makeup‑removing facecloth, and its feature in Chatelaine magazine. This is a perfect example of why thoughtful PR takes time to bloom and is worth the wait.
How It Started: A Gift With Thought Behind It
About a year and a half ago, we sent an editor at Chatelaine one of Lavoh’s signature products, a reusable makeup‑removing facecloth that works with just water as part of outreach to be considered for a holiday gift guide. We shared a bit about the founder story, the sustainability benefits and details of the product. We also sent some products to the editorial office.
Lavoh also isn’t just any product. It’s a Canadian brand, female‑founded, and fits naturally into Chatelaine’s lifestyle and wellness‑driven editorial focus. It wasn’t a shotgun blast to media; it was a thoughtfully curated pitch that matched the product with the right editor and publication.
Sure enough, Lavoh’s cloth was featured in a round up which is solid placement! But the real story didn’t end there.
A Year Later: An Organic Review That Resonated
Fast forward to early February 2026, and Chatelaine published a full review of the Lavoh cloth, noting that the writer has used it for over a year with excellent results. This wasn’t because we begged for another feature, it was because the editor genuinely loved the product enough to talk about it again , on her own terms and timeline.
And that’s the magic.
What This Means for PR
There’s a big lesson in this: strong products and genuine relationships win, but they often don’t show results instantly.
In today’s world of instant metrics, likes, clicks, impressions, PR can feel slow. But when you’re working with editors and creators, you’re building relationships, not algorithms. And sometimes those relationships take months (or longer) to show up in meaningful ways.
The payoff?
Credibility, trust, and impact.
The Results Speak For Themselves
Since the Chatelaine review went live, Lavoh has seen a notable spike in:
- website traffic
- sales
- engagement with the community
- outreach from other publications
This isn’t just “brand awareness.” This is measurable business impact from long‑term, thoughtful PR work..
Why Patience Matters
Here’s what this case shows us:
- PR is about relationships: You’re not just pitching a product, you’re connecting with people who need time to understand and trust what you’re offering.
- Good PR takes time: Especially when you’re seeking earned media, not paid placement.
- A strong product amplifies everything: Editors are more likely to circle back when they genuinely love what they’re talking about.
This kind of organic coverage, where someone uses a product for a year then writes about it carries a kind of credibility that paid ads just can’t touch.
Final Thought
So if you’ve ever wondered, “Why isn’t my PR working yet?”, deep breath. This isn’t a sprint. It’s a long game where patience isn’t just a virtue, it’s part of the strategy.
If you pair a great product or offering with meaningful outreach and solid relationships, sometimes patience is the magic ingredient that makes it all happen.
I’ve already had another editor who saw the feature, in touch with more questions on Lavoh… the campaign from over a year ago is still working hard!
