Bringing public relations (PR) to the beauty and skincare industry is one great fabulous idea. Skincare PR can easily be used in different ways, however, in the beauty industry, it’s commonly used for the brands to check out the product they would like to sell and for the celebrities or makeup gurus over YouTube to promote the product. It is quite crazy how an individual thought will change the opinions of the viewers and fans just by giving them one good/bad review of a product that they are asked to promote. And they say any publicity is good publicity no matter whether it is a good one or a bad one.
How to Perform PR for Beauty Brands?
With a lot of different skincare products and cosmetics available in the market, skincare PR is often one important tool that will help the beauty and makeup brands to stand out from their competition. When done in the right way. Public relations for beauty products & cosmetics must not be treated as a temporary activity, however rather as a part of the long-term and strategic plan.
How do Firms Promote their Products?
Much more than ads, the PR agents are completely responsible for the promotion of the products through various other channels too. Commonly, it can be done through the “influencers” (and people with huge social media followings). Public Relations companies promote several events to make the influencers totally aware of the new products. During such events, influencers can test their products and share them with their followers.
Additionally, companies may send the “PR box” to any representative they choose, all along with the information that a rep may have to know about their new products. It can be done mainly in the hopes that representative may offer ads through their social media accounts like YouTube, Instagram, and Snapchat are some popular platform for such purpose. The “influencers” have got a wide reach, and one voice with a large following that will go a long route in the beauty industry.
Creating the brand Voice and Story
Irrespective of where the media coverage comes from, your promotional efforts must fall in the same voice & story. Like it is for each brand and outside the beauty industry, evidence and continuity of thoughtfulness can truly legitimize all your efforts.
Beauty brands will find it very helpful to note down what their goal is, what type of tone that they wish to adopt as well as create the definitive mission statement. So, what makes this product worthy to thousands of various beauty products, which have got the similar function? You can create a story that can make editors cover the product over others. In case essential, create your new beauty category, focused on the unique aspect of the product.
Stay Timely and Adaptable
In simple terms: media coverage will be given to the pitches that are newsworthy and timely. Without tying the pitch on what is happening in this world or how media outlets function, you are possible to miss getting the publicity in this beauty industry. Suppose you wish to perform PR for the beauty brands in the right way, ensure you promote the relevant products and cosmetics. Pitching the full-coverage & heavy makeup foundation may not be the right idea, while the lightweight moisturizer will not get much traction in the winter season.
Create a Buzz
In today’s modern beauty industry, it is important to create a significant buzz over the products and can get you the right PR. The product launches & announcements have actually become important, creative, as well as highly-anticipated media campaigns with each aspect planned. Suppose you wish to capture the traditional media coverage, by creating anticipation as well as hosting experiences that can make the journalists write about your product and will be your important ticket to captivating content.
Make right use of the Beauty brand Advocacy
Beauty brands must not miss over advocacy, particularly if they wish to look different in this over-saturated marketplace. Advocates do not essentially mean the social media influencers and you can team with the beauty and makeup artists, beauty editors, hairstylists, as well as other industry insiders, which may not have the impressive reach over social media, but still can become valuable partners.