Effective beauty PR involves mastering the art of crafting a compelling press release. As one of the most essential tools in your PR arsenal, a well-written press release can help you generate brand awareness, increase visibility, and share important information with your target audience. Whether you’re looking to boost your business profile locally or globally, this guide offers valuable tips and insights on how to write a press release that captures attention and delivers results. With the right approach, your press release can be a powerful marketing tool that helps you achieve your goals and grow your beauty brand.

What is a press release?

A press release is a powerful and renowned public relations tool. It’s a brief but powerful statement that shares newsworthy content about your business. Oftentimes, it’s used for targeting media outlets that will help you to spread your message to prospective clients.

Does a press release have value in the beauty industry?

Yes, a press release is a great PR and marketing tool that you can use to build visibility and exposure. It allows you to share key aspects of your business that make it the best choice. From the exposure that your company gets with a good press release, you will earn more business opportunities and make more sales. In addition to consumers checking out your products, other brands may also reach out for partnerships. In addition, you might even get influencers coming to you for collaborations.

Press releases will also help you to build credibility for your brand with social proof. That’s because they rely on an external party to tell your brand story. As such, you will earn engagement and trust from the target audience. Be that as it may, in order to leverage the opportunities that come with press releases, you must learn how to write one, and an effective one at that. You should be able to create a press release that captures the reporter’s attention and motivates them to write about your brand.

When is the best time to create a release?

When writing a press release, the key aspect that you should focus on is its level of newsworthiness. Therefore, the best time to write one for your beauty brand is when you’ve got something newsworthy. For instance, you could be informing the public of a critical update, product launch, celebrity trend, anniversary, or award announcement.

Sometimes you may not have news, but you still need that exposure from press coverage. In that case, you can look for creative insights that are newsworthy. For instance, you can talk about celebrity trends, new product insights, statistical data about your brand, or a recent client transformation.

Test the press release before releasing it

Many people fail because they don’t test the influence of their story before releasing it as a press release. To do this, you need to think about the press release from a journalist’s perspective.

  • What’s the target outcome of the story or the bigger picture?
  • Who will care to read this story? Are the journalists’ readers going to read your content?
  • What value does your story offer to the readers? Is your story an exclusive one? Is it going to earn the journalist recognition in addition to benefiting your brand?

How to write a beauty brand press release

If your story fulfills the above requirements, then it’s newsworthy enough to write about. When you’re ready to turn your announcement into a story, here are some elements that you need to keep in mind:

  • Headline – Create a punchy headline with five to six words.
  • Subheading – Must be the same length as the headline but provides more context.
  • Date/embargo – Indicate the date of the news you’re sharing, and indicate whether you want journalists to hold off releasing it until a specific date.
  • Line 1 – This is a critical part of the release. It shouldn’t be more than 25 words but must outline key information. When writing it, make it insightful enough for readers who won’t read all the way through to the end of your press release.
  • 1st Paragraph – Provide all the details about the story in this section. The trick here is to make sure the reader understands the whole story without having to proceed to the following section.
  • 2nd and 3rd Paragraph – This part covers the rest of the story. It must answer the 5Ws (Who, What, When, Why, Where, and How). It should also include case studies and expert quotes.
  • 4th Paragraph – In the final paragraph, you should provide a call to action that readers can use to access more information. This can simply be an ordering link or a business site link.
  • Editors Notes – If you have additional information that can be resourceful to the writer, provide it here. Make sure you don’t leave out your contact information.

3 tips to help you send the press release successfully

1) Personalize it

Never underestimate the power of personal touch when you’re sending an email. This is one of the tips you need to take very seriously when sending a press release email. While it might seem unnecessary to dig around for information that will help you personalize your email, this information can help you connect with a journalist and earn press coverage. Instead of sending mass emails, find information that can help you personalize your emails and create a targeted pitching strategy.

2) Invest time into writing an email

It’s important to briefly write a personalized email and then include the release as an attachment at the end. Additionally, your release should be in word form instead of JPEG or PDF. This should enable your release to bypass the spam filters.

3) Prioritize email

Finally, only send your release through email. This is the route preferred by all journalists, reporters, editors, and media outlets. When you’re sending your press release email, you’ll need to ensure your timing is right. If you are targeting print media, ensure you send it early before the magazine, bulletin, or newspaper gets printed. Online magazines have a more flexible timeline, but you should still send your email at least a week in advance.

4) Build relationships

Journalists receive a ton of emails daily. While you can write and send them a great press release, building a great relationship with them will increase the chances of your press release being read. This is where the value of partnering with a great PR agency shines through. By hiring an agency that has already built a network of journalists or media outlets in your industry, you can leverage these connections for press coverage. Partnering with an established agency is even more helpful if the reporters you’re targeting receive countless emails every week.

An agency like Pressfarm can offer you public relations expertise throughout your media outreach, in effect giving you time to focus on your strengths. With a personalized PR campaign from Pressfarm, you can focus on product development and let the pros handle your public relations.

What’s more, their team of certified designers can design a creative press kit that will help you create a memorable brand image wherever you go. Pressfarm goes beyond creating quality content to develop a media outreach strategy that can help you push this content to the best journalists in your niche. By building curated media lists containing contacts in your niche, Pressfarm helps you to connect with the right journalists to tell your story.

Finally, with their comprehensive database containing over 1 million journalists across different industries, you can continue to do media outreach for your brand long after they have finished working on your PR campaign. If you want to generate a buzz for your brand, then one of Pressfarm’s packages could be exactly what you need.


With this guide, you now have all it takes to create a press release for your beauty brand. With a good press release, you can capture media attention and create a buzz among your target audience. The good news is that with the right amount of effort and dedication, you can learn what it takes to write an outstanding press release. However, at the same time, the task of writing a press release can easily overwhelm someone who already has a whole business to run. If you need help, don’t hesitate to reach out to experts such as those at Pressfarm.