The world of beauty PR and promotion has changed so rapidly in the last decade. More than ever, social media is as important as all other marketing efforts, and if you aren’t engaging in some form of PR, you are definitely missing out.
So how do you make the most of the opportunities for promotion in the beauty industry?
Where beauty brands once had to be in the glossy pages of a magazine to be considered successful and get noticed, brands are now more eager to create buzz on social media in order to increase their image and brand awareness before anything else. Oftentimes, features in publications and other print media will stem from a good social media strategy.
Creating a Brand Voice and Story
Regardless of where your media coverage is coming from, all of your promotional efforts should fall under the same brand voice and story. As it is for every brand, even outside of the beauty industry, continuity and evidence of thoughtfulness are what will truly legitimize your efforts.
Brands may find it helpful to write down exactly what their mission is, what tone they want to adopt, and a create a definitive mission statement. What makes your product more worthy than the thousands of other beauty products that have the same function? Create a story that will make editors want to cover your product over another. If necessary, create your own new category of beauty, focused on a unique aspect of your product.
Instagram Scrolling Doubles as Research
When you find yourself inevitably scrolling through Instagram during a slump in the middle of the day (we’ve all been there!) take notice of what is trending and on the rise in the beauty industry. Trends and ‘the next big thing’ change nearly every few days, so stay on top of what’s hot and what’s not. Brands may also find it helpful to follow MUAs (makeup artists), influential and indie magazine editors, and more traditional influencers who dabble in beauty.
You may be thinking, yes, scrolling through instagram is fun, but how is that helping me get the word out about my brand? The answer is simply because you’re staying well informed! Half of the heavy lifting we do in publicity is in the preparation. As soon as you see a trending topic that fits your brand while scrolling, you can send a story idea, products, and offer yourself up as a source for editors, influencers, or celebs before it’s published. The time and relevance of your efforts can lead to landing a coveted spot in their publication or on their social channels!
Make use of Advocacy
As a beauty brand, you can’t miss out on advocacy if you want to differentiate your brand to stand out in the extremely over-saturated market.
Advocacy comes in all different forms, especially in the beauty industry. Advocates don't necessarily have to be an ‘influencer’ that you would find on Instagram, although those aren’t a bad choice. Send your products to industry insiders, like MUAs, who will include your product in their kit and use it on their clients. Editors of magazines might be getting married, or always post about their puffy eye struggles (which, you will know about because of your Instagram research!). If you have a product that fits their needs, send it! If it works, they will usually share it with their coworkers and friends, and at the best, share it on their social media channels.
You may also find it beneficial to partner with someone to be your advocate, such as a MUA or hair stylist. Some artists will sign partnerships with beauty brands and agree to exclusively use their products on clients. This is a good way to get the word out, ensure user-generated content, and have more control over your coverage.
Many brands already make use of this fun and effective strategy. Makeup artist Kaylee McAdams frequently partners with many makeup brands around award season. She executes a full face makeup look using only the products from her sponsored brand and then shares some of the behind the scenes process to her 52K followers. Her sponsorship with Chanel created a buzzworthy pink glow on actress Sadie Sink for the 2018 Golden Globes.
Regardless of whether it’s in your budget to pay for advocacy, ensuring it is as organic as possible is key! Beauty is an investment, and people place immense value in their products, so try to let advocacy happen as authentically as possible, even when money is calling the shots.
In the modern beauty industry, creating significant buzz around products is ultimately what will get you the best PR. Product launches and announcements have become essential, creative, and highly-anticipated social media campaigns with every aspect planned out beforehand. If you want to capture that traditional media coverage, creating anticipation and hosting experiences that will make journalists want to write about you can be your ticket to perfectly captivating content.
In 2015, famed ‘mother’ of makeup, Pat McGrath sent models down the Prada SS16 runway with startlingly bright gold lips that instantly created an online frenzy in the beauty world. After creating plenty of buzz about the gold looks by sharing images of her work on her social channels, McGrath announced that the gold pigment was to be her first official product in what is now the billion dollar company, Pat McGrath Labs. Just days later, she partnered with Instagram to record her launch event for Gold 001 in Paris. The feeling of FOMO was very real for anyone who wasn’t reporting about it, and the event gathered so much media attention and coverage that the Gold 001 sold out in just days.
Your brand might not be able to send models down a haute couture runway wearing your products as a covert and masterful unveiling, but the sentiment and motivation are the same for any beauty brand. Anticipation and good social media planning, as well as creativity, are essential to creating that buzz, and obtaining the best PR for your brand.
ROI, ROI, and more ROI
At the end of the day what ultimately matters is ROI (return on investment, for those who don’t know!). If you’re spending more on your marketing budget than you end up with in sales, you probably aren’t hitting the right beauty niche for your brand, and are most likely losing out on other, more valuable opportunities. If you find yourself in this situation, re-evaluate your mission, and the unique aspects of your product. Try to find what tactics will make you stand out amongst the competition, and get creative!
FACTEUR PR is proud to partner with a number of beauty, health, and wellness brands on everything social media and PR, having secured earned media coverage from a number of top industry publications, such as Allure, Refinery29, PopSugar and more. Interested in learning about how we can help? Contact us!