In 2011, independent inner wear designer Maria Constantatos introduced a new kind of camisole to the market called The Essential Cami. With no straps or apparatus in the back, and with a Patent, Constantatos’ invention had the potential to carve out a new niche in the women’s innerwear market.
With no investors and no sales or marketing force, Constantatos was at a big disadvantage bringing attention to her product. Nutter Media was brought on in 2011 to introduce The Essential Cami to the national media.
Positioning the product as “the first backless camisole”, Nutter Media first procured an endorsement and review from Hearst Magazine’s online women’s magazine RealBeauty. Nutter Media then introduced the Essential Cami to Adam Glassman, Creative Director of O, the Oprah Magazine, who introduced the product to Gayle King. Glassman then introduced the product on her show. Working with several TV stylists who regularly do inner-wear segments on national and regional TV, the Essential Cami was then featured on Dr. Oz, the Marie Osmond Show, and Better TV.
As a result of working with Nutter Media, Maria Constantatos' invention -- The Essential Cami -- had a national PR operation on par with any giant inner wear brand.