People oftentimes don’t realize the importance of having a good pr team. The role of a public relations practitioner is to create a relationship with their organization’spublics. Debra Locker Griffin says, “Public relations for beauty products and cosmetics should never be treated as a temporary activity, but rather as part of a long-term, strategic plan.” Beauty PR focuses a lot on brand image. In order to maintain this image it requires constant promotion and pitching.
Pitching ideas to journalists who specialize in beauty is the way to go. But, you don’t want to just pitch and leave. You need to create a relationship with them. Follow up with them and even talk about some non-beauty related things. By doing so, you will have a credible resource under your belt and even a friend.
The beauty industry is filled with creative content. As a pr practitioner, you want people to know your brand. Releasing press- releases is a way to get your brand out into the world. To make a press-release stand out opt for one that is visually appealing. You want to stand out. Rhonda Rees from Rhonda Rees Public Relations said “Optimizing the press release to add embedded links to your beauty product photo, website, blog, and social media is a must.”
Another way to get people talking about your brain is by sending them samples of products. There are hundreds of PR unboxing videos on YouTube which offer audiences a news-like reporting of the most recent beauty products. Founder of LSPR, Lindsey Smolan says “Nothing speaks to the beauty and quality of your products as being able to test it out in person […] They’ll need to touch, see, smell, and test out the efficacy of your products before covering them. They can’t rave about what they haven’t tried!” PR unboxing videos was what got me interested in working in the beauty industry.
Just because you work in the beauty industry doesn’t mean you are exempt from being an advocate. In fact, audiences like to know that the brands they support are engaging in social responsibility. Positioning your brand as one that is genuinely serious about a cause like climate change or the Black Lives Matter movement is important. It will not only help people respect your brand, but help solidify a long-term relationship as well.
Being a pr practitioner in the beauty industry is tough. Brands are always releasing new content every day, so it’s all about thinking outside of the box. According to prowly.com, having connections in the beauty industry is highly recommended in order to create press around a brand. The cool thing about the beauty industry is that it’s always changing. These changes help aspiring practitioners like myself stay on my toes and prepare to enter the industry at full speed.
Peau 