The beauty and personal care industry has grown exponentially over the past few years and will continue to grow in the future. Thanks to customer behaviour evolution in the digital age, beauty businesses and brands are using public relations and digital marketing to communicate with customers globally through various types of content, channels, and platforms.
Public relations can be used in many different ways, but in the beauty industry, it is a way for brands to test out a product they want to sell through various platforms. Brands will branch out to celebrities, influencers, and makeup gurus to promote their products because consumers tend to listen to experts in the industry and the people who endorse them.
What is beauty PR?
Beauty PR is just like every other form of public relations, but with its focus set on promoting beauty products to the consumer through traditional print media and online media, TV, film, radio, etc. However, the landscape of public relations in the beauty industry has changed due to the Internet and social media. Gone are the days of traditional beauty ads with supermodels and Photoshop. Instead, we’re witnessing the rise of audiences that are demanding more authentic, natural content.
In order to do effective PR for your beauty brand, you need to understand and adapt to changes in the beauty industry and stay up to date about the latest trends so that you can get the best possible exposure.
Influencer marketing has become one of the most significant public relations tactics thanks to the increase of social media influencers. Influencers have an abundance of followers and loyal audiences, providing an excellent opportunity for brands to reach their target audiences. They help brands get widespread exposure in a more authentic and personable way than traditional celebrity endorsements.
How exactly influencer marketing can help
By implementing influencer marketing, you can promote your beauty products in a more effective way. You can initiate a collaboration with an influencer by sending out a “PR box.” This normally includes the products and information that the influencer needs to know about your brand. The influencer will then test out the products, and provide their opinion to their viewers/fans. Ultimately, the end goal is to provide advertisements, whether good or bad, through their own social media accounts.
Along with engaging in influencer marketing, you must also understand your product. Consumers are now looking for more natural, cruelty-free, and healthy beauty products, so you should make products that meet those needs and be informed about all the ingredients in the products. Whether it is a question on social media or a question from the press, knowing these ingredients helps you create well-written responses without misinforming the public.
Strategies for beauty PR
In order for your beauty brand to stay relevant and “level up,” there are specific strategies that you need to consider to target the right media outlets and attract their target audience.
These include:
1) Creating a brand voice and story
2) Research through social media
3) Making use of advocacy
4) Creating a buzz/fresh new content
5) Unleashing the potential of content marketing
6) Collaborating with other brands/industries
7) Establishing oneself as an authority in the market
1) Creating a brand voice and story
Much like other types of public relations, it is essential to have a consistent brand voice and story. In other words, all your content should clearly reflect the same brand personality because this will generate trust among your target audience.
Create a brand story that will drive media outlets to write about you instead of writing about your competitors. Find and focus on the product’s unique aspects so that you can sell your story effectively.
2) Research through social media
Consumers are constantly scrolling through social media to find out what is trending. This is especially the case in the beauty industry. Trends are always changing, so you need to figure out what is relevant and stay well-informed. After all, a big part of effective publicity is proper preparation.
By going through MUAs (makeup artists), influential and indie magazine editors, and more traditional influencers, you can create a story idea and offer yourself as an expert in the industry.
3) Make use of advocacy
Advocacy comes in many different forms in the beauty industry. To stand out in an incredibly oversaturated market, companies should not skip this tactic. Advocates are not necessarily influencers that brands can find through social media. Unlike influencers, a brand advocate can be anyone. For example, they can be industry insiders, editors of magazines, etc. These are all people who may need a specific product that your company provides to fit their needs. If they are happy with the product, they will usually share it with their coworkers and friends who will then share it on their social media channels.
Partnering with experts in the beauty industry is a great way to get the word out, create user-generated content, and control media coverage. Regardless of your budget, ensuring that the content provided is as organic as possible is very important. An important thing for companies to remember is that beauty is an investment, and people will pay what they think an authentic product deserves.
4) Create buzz/fresh new content
Creating significant buzz and continuously creating new content around products will generate positive results for your brand. You don’t have to present your products in the traditional style of walking down a runaway, but generating excitement for your products is what matters. Creating anticipation for a new product launch will make media outlets want to write about your brand.
Some ways to create fresh, new ideas for content can include:
- Publish visually appealing and “Instagramable” content
- Collaborate with aspiring beauty experts
- Analyze popular hashtags in the beauty niche
- Tell your brand story through native ad platforms
- Offer a free giveaway and try to keep it as creative as possible
- Stay proactive and customer-centric by responding quickly and in a friendly way.
5) Hire PR professionals
As a beauty brand, you may be an expert in the beauty industry, but you may not have experience in generating publicity for your brand. By hiring PR professionals like those at Pressfarm, you can focus on what you’re good at while also benefitting from public relations expertise to help you achieve positive media coverage.
The experts at Pressfarm use the content you submit while signing up to create quality content for your brand. With our professional press releases, engaging guest posts, and creative media kits, you can make a splash in your industry. We also provide our clients with access to a comprehensive media database of over 1 million journalists across different industries, including the beauty industry. Using our distribution strategies, we can boost your brand’s online visibility by helping you feature in relevant search results across different search engines. By partnering with Pressfarm, you can build a brand image that commands attention.
Conclusion
Beauty PR is like every other form of public relations; the general idea is to get the word about your brand out there. In order to help your beauty brand stay ahead of the game, you need to understand the minor differences between doing PR for a beauty brand and doing PR in a different industry. Having the necessary knowledge and putting that knowledge into action by designing an effective PR strategy are two different things. While your brand might have all the elements required, you might still struggle to create an effective PR strategy. That is where the professionals come in. Hiring PR professionals like those at Pressfarm takes the stress out of figuring out what to do and gives you a chance to focus on product development.
How Pressfarm can help
For an entrepreneur, how you present your brand can determine your success or failure. At Pressfarm, we help companies define the right narrative in the media for their brand – either to improve their credibility or resolve a PR crisis. If you are an entrepreneur wondering how to improve your company’s publicity, get in touch with us. We can help you craft and distribute your press releases, develop compelling guest posts and design eye-catching media kits for your brand.
Learn why we are good at what we do from our customer success stories.