How to Do Beauty Product Public Relations Properly
Getting a position inside a glossy magazine, along with celebrity endorsement, was the only way for beauty and makeup products to gain noticed back in the day. Much has changed since then, but one thing remains constant: public relations is still vital in the beauty industry.
If you own or represent a beauty company, beauty PR (public relations for cosmetics and beauty products) is a field you should learn more about.
I invited specialists from the leading beauty PR firms to provide their perspectives on beauty communications in order to shed some light on the subject. I'll show you examples of effective PR operations for beauty products and cosmetics with their support, as well as insights on:
With so many different beauty goods and cosmetics on the market, public relations is frequently a necessary technique to assist these beauty and makeup firms stand out. That is, if it is done correctly.
Public relations for cosmetics and beauty goods should never be viewed as a one-time event, but rather as part of a long-term strategy. Make sure to ask yourself the following questions before you start experimenting with new techniques to obtain publicity in the beauty market.
Having a clear PR outreach plan in the beginning place might help you with constant media pitches to beauty journalists. Begin by determining what you want to say to the world about your beauty brand in the coming months. After that, concentrate on your media contacts.
Make an effort to pitch solely to journalists you already know, and be deliberate in your outreach. Maintain ties with the media by keeping track of your talks, following up when necessary, and sending a pleasant email or two without a pitch inside.
Media relations don't happen quickly, but with the appropriate mentality and devoted PR software, you should be getting some attention soon.
Simply put, pitches that are current and newsworthy receive media attention. You're more likely to miss out on acquiring publicity in the beauty market if you don't tie your pitch to what's going on in the world and how media outlets work. Make sure to market appropriate products and cosmetics if you want to handle PR for beauty brands correctly. In the summer, a full-coverage, heavy makeup foundation may not be the ideal choice, but a light moisturizer may not get much traction in the winter.
However, there is one way to beat the seasons: take use of certain "culture holidays" (e.g., National Lipstick Day or Women's Day) to become more relevant.
It should come as no surprise that creating a lot of buzz about your business will gain you a lot of attention in the beauty market. Product debuts and announcements, visually appealing press releases, well-planned social media campaigns, and user-generated content are just a few examples of how you can expand your reach and gain media attention.
Beauty brands should not overlook advocacy opportunities, especially if they want to distinguish out in a crowded industry.
The term "advocates" does not always imply "social media influencers." You can collaborate with beauty and makeup professionals, hair stylists, beauty journalists, and other industry experts who may not have a large social media following but can still be essential collaborators.
There are at least a few ways to enlist the help of beauty brand evangelists. You might host an event (online or in person) where they may test and promote your beauty goods and cosmetics on their social media sites, or you could send them a PR package with samples and wait for feedback. Such PR packages are necessary for many journalists and editors to be able to write about your brand.
Emotion inspires reporters to open your pitch and share your message, thus your pitches should constantly elicit powerful emotions. Playing on people's fears and wants to be more attractive, on the other hand, would identify your business with negativity and prevent its message from spreading. Because optimism is more contagious than negativity, establishing your company as one that empowers customers to reach new goals will create the most impactful messaging.
It's easy to fall into the trap of using glib language in your pitch, focusing on the product's side effects rather than why it works. Thousands of invites to sample different products are sent to beauty editors, each with an unproven guarantee that it would bring life-changing results. Explain the science behind why your product is game-changing to set your product unique. Mentioning active substances, for example, backs up your assertions with hard evidence. Because hard data provides credibility to a brand, it encourages journalists to write about it.
With your pitches, you're missing out on a significant chunk of prospective buyers if you exclusively target women journalists at top-tier beauty publications. With a slight change in wording, your PR pitch may be transformed into a gift guide of lipsticks for parents to give their kids, or a thought leadership piece for mommy bloggers on why most beauty brands set unrealistic body image standards for teenagers. Approaching your pitch from new and intelligent angles, rather than looking for low-hanging fruit, offers up a world of new publishing possibilities.
Beauty PR is exactly what it sounds like: it's public relations for cosmetics and beauty products. Think of every eyeliner, lipstick, or mascara commercial you've seen; the folks behind those advertising are beauty public relations agents.
Managing comments, regular content sharing, direct messages, utilizing stories, and IGTV can all help you build a public relationship on Instagram. Message in a Bottle. One of the finest methods to engage with others, whether followers or non-followers, is to use social media.
If you are on the PR list, you will be the first to get a press release regarding a new product launch from Novelties. Even yet, just because you're on the list doesn't imply you'll get items right away. Receiving PR can be accomplished in a variety of ways.