4 Insights into Beauty PR
Create a sense of empowerment
Your pitches should always activate strong emotions since emotion compels reporters to open your pitch and share your message. However, playing on insecurities and desires to be more beautiful will associate your brand with negativity and stop its message from spreading. Since positivity is more contagious than negativity, you’ll create the most impactful messaging by positioning your brand as one that empowers consumers to achieve new goals.
Follow the seasons … and create new ones
It’s a given that your pitches and product drops should be timely—you should never be pitching a heavy moisturizer in summer or a pastel lipstick in winter. But don’t just let the seasons guide your pitching—utilize quirky holidays on the cultural calendar to create relevancy. For example, National Lipstick Day is on July 29, and National Dress Day is March 6. These days give consumers a fun reason to celebrate, and reporters a reason to write about your brand now.
It can be tempting to use superficial language in your pitch—spending more time on the after-effects of a product than why it works. However, beauty editors get thousands of invitations to try different products, and each comes with an unsubstantiated guarantee that it will produce life-changing results. Set your product apart by explaining the science behind why your product is game-changing. Mentioning active ingredients, for example, puts hard data behind your claims. Since hard data lends legitimacy, it incentivizes reporters to write about your brand.
Target unexpected consumers
If you only target women journalists at top-tier beauty publications with your pitches, you’re missing out on a huge segment of potential customers. Giving your PR pitch a small tweak in wording can turn it into a gift guide of lipsticks for dads to give their daughters, or a thought leadership piece for mommy bloggers on why most beauty brands are setting unrealistic body image standards for teens. Approaching your pitch from new and thoughtful angles—not just going for low-hanging fruit—opens up a world of different publication options.