Band-aid Brand partnered with designer Cynthia Rowley to develop a line of limited-edition, fashion-forward bandages. Band-aid Brand also served as the official sponsor of Cynthia Rowley’s fashion show at Lincoln Center. To generate national PR buzz, a full-page print ad touting the launch of the “collection” was created for The New York Times Sunday Style Section, a bible to the fashion set. Adding to the cache, the designer Band-aids were only sold at Rowley’s boutiques and online and at The Cooper Hewitt Design Museum — with a portion of the proceeds going to the Design Ignites Change charity.

Within days of running The New York Times print ad, the line of designer Band-aids was entirely sold out at all Cynthia Rowley boutiques, online and at the Smithsonian’s Cooper-Hewitt National Design Museum. The collection generated buzz and praise in the blogosphere and was featured in top fashion sites & publications like Marie Claire, TeenVogue, Elle, Vanity Fair, The New York Times and Lucky. Additionally, fashionistas were spotted around major cities, sporting the collection.