Want your beauty brand to stand out to press? Here are the best tips from 3 beauty PR pros.

At MAZUR Group we work with beauty clients both big and small and, with that, realize that not every brand has the budget to hire a senior-level PR professional to help them navigate the complex world of public relations.  We chatted with three beauty PR agency founders to get their best advice for any beauty brand looking to get their products to stand out to press and influencers.

Have a limited budget for PR?  Find the best partner at your level.

“There are beauty PR freelancers, boutique agencies, and huge agencies out there that all offer unique benefits,” explains Elyse Koenig, founder of Elyse Koenig Beauty & Wellness Consulting.  “If you have a limited budget, look for a solo or smaller agency who can make you the center of attention.”  In addition, some PR agencies will consider giving a discount if you’re willing to share some of the responsibilities.  According to Erin Kelly, founder of Erin Kelly Public Relations, A PR agency is more likely to agree to a discounted or more modest monthly retainer if they can count on you to share some of the responsibility that traditionally falls into the PR agency’s hands.  “This might include anything from product send-outs to helping in the development of press materials,” etc.

Stay relevant on your social media channels.

“Regardless of budget, staying relevant and up-to-date on social media is essential for new brands to acquire market share in the beauty space,” tells Kilee Hughes, founder of Six One agency.  “Researching into target market trends, understanding your audience, and staying consistent with your branding across all platforms is my main advice.”

Adapt to the current climate, always.

During these COVID times, PR pros and brands have had to change up their PR tactics of the past, including shifting from in-person launch events to virtual Zoom meetings and parties.  “Since a big part of PR and client budget is typically allocated for events and in-person engagement opportunities, Six One has seen great success in crafting virtual events for clients,” tells Hughes.  “The general public, influencers, and media are all still looking for opportunities to engage with brands, and it is necessary for PR professionals in the beauty industry to adapt to COVID-19 regulations.”  In addition to that, Hughes explains how virtual celebrations, product launches, podcast guest-spots, and social media takeovers are all great strategies to craft a similar feeling to in-person events while being conscious of pandemic implications.

Along the same line, Koenig admits that in-person desksides are missed and hopes they come back in some form, “instead of flying to NYC and rushing around the city for two days to have twenty appointments max, two thirty-minute Zoom sessions can accomplish a similar outcome by introducing your brand and launch to key editors.”  Another important thing to mention is the fact that the shift from some brands hosting in-person events that cost upwards of $500K to doing a virtual Zoom event truly changes the game.  “Zoom events level the playing field for brands without a big budget because not every (brand) can throw a $100K launch event, but everyone can get a Zoom account and make their virtual event shine with their personality and brand ethos,” tells Koenig.

Pitch your product strategically and with purpose.

As any Beauty PR person will tell you, it has always been important to get your client’s products into the hands of keys editors.  That said, when work-from-home orders went into place, it was no longer an option to send newly launched products to the various media outlets. “Many editors are based in NYC and live in apartments that don’t allow for the storage of hundreds of beauty and personal care products, leading publicists to have to wait on the green light for product send-outs,” tells Kelly.  “This has slowed down the PR process in terms of having editors see and test products, but we wouldn’t have it any other way.”  Naturally, this can be more challenging for new and indie beauty brands, “especially if an editor isn’t already familiar and excited to test out the product” explains Koenig.  “It has required a lot of finessing of launch pitches, trying a variety of subject lines to see what captures attention, etc. We’ve managed to overcome the obstacles, but it’s definitely added a layer of strategic planning that wasn’t required before.”

On a similar note, brands are also scaling back on the over-the-top beauty product mailers of the past – think those gigantic, life-sized lipsticks made entirely out of plastic that ultimately end up in the dumpster.  “Many companies are working toward becoming more sustainable and eco-conscious or expanding their already eco-friendly alignment,” tells Kelly.  “Not only is it better for the environment, but it brings the focus back to the product. ‘Unboxings’ are an outdated concept – it’s a blink and you miss the PR moment. The focus is on building long-term, meaningful relationships and a genuine community of brand advocates.”

Read the room.

When asking PR pros about what brands are doing wrong PR-wise, the answer always seem to be the same – not “reading” the room.  What does that mean?  One, jumping on trends just so they can have something to pitch, even if it doesn’t make sense for their product assortment, points of difference, etc.  “Sure, it’s great to be able to throw your hat in the ring for a product roundup or ingredient story, but editors see through brands that aren’t authentic and are just trying to capitalize on a moment,” tells Koenig.  “Stay true to your core values, and it will lead to more in-depth and significant coverage in the long run.”

Lastly, in 2021 it’s absolutely essential, now more than ever, that brands (and their representation) are good at ‘reading the room,’ explains Hughes. “In other words, tone deaf-ness is not going to cut it in 2021. Paying attention to what’s going on in the world and what your target audiences are passionate about is necessary now more than ever. Regardless of your personal opinion, ‘cancel culture’ is a real thing and can affect brands tremendously.”