I have no idea.
The only thing I think that was planned with any calculated strategy was who she sent PR. She figured she already shared audiences with ITF, Fashion Blah Blah (i'm terrible with names, sorry), and Patricia Bright, so no need to send them PR. Instead sent to small influencer (similar, but because much smaller, higher engagement, more likely to be influenced), Lorna (has more followers so wants in on that) and some friend of Lorna's (probably doesn't have her fans so will start to muscle in on those). Friends who didn't support her by buying the product themselves would be relegated to the "bad friend" "women not supporting women" bin so she didn't have to send PR to them. It's just a theory.