Print may be waning but beauty publicists have a lot of options to use to grow awareness of beauty brands.

The realm of PR is changing.

It has moved on from being mainly media relations to include a broader set of disciplines. Media coverage is still important but there is also the need for white papers, articles, and other forms of longer content.

Visual content like infographics and website design has also become important. PR today is any type of communication that can influence customers, media persons, and any key stakeholders.

Given below are some ways that PR can be used to boost a beauty brand’s profile.

Brand Story and Voice

In the beauty industry, competition is fierce.

A brand has to stand out to effectively reach out to its target customer.

If a beauty brand is narrowed down to a few adjectives, it can help to streamline its story and voice. For instance, a brand can be subtle, sustainable, fun, feminine, or fierce. Knowing what makes a brand of beauty products unique will also help.

A brand story that is authentic and unique will also drive media outlets to write about it. Focusing on the unique aspects of a brand can also help to sell its story.

Collaborate with Other Brands

Collaborating with like-minded brands can help to pool resources.

For instance, Colopop entered into a partnership with Disney in 2020. Baby Yoda was at the core of an all-green ‘The Child’ palette.

A natural skincare brand can collaborate with non-beauty brands such as spas or yoga studios.

A joint giveaway where each can give something from their brand to the winner of a contest and promote or share it on social media can also help. Influencer events can also reach a big audience.

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Use Testimonials

If customers provide support for products of beauty brands, potential customers would also be interested.

Some brands publish customer testimonials on social media platforms and magazines.

Testimonials can be used to support claims of brands. They also help to build trust and retain customers who matter. Reviews can also be used to improve new products.

Engage with Customers

A concrete PR plan for beauty brands should make the brand accessible for customers. The customers should be able to engage directly with a brand online.

Representatives of the brand should be available for chats and helpful tips.

All comments and reviews on social media should be answered.

Being active and responsive helps to retain the loyalty of customers. Some brands encourage their customers to send videos on social media platforms. Competitions, question and answer sessions and giveaways also encourage engagement.

Add Value

Some cosmetic brands contribute a portion of their sales to a charity or nonprofit.

That is their way of giving back.

A brand that exhibits a genuine desire to make changes or to take a stand motivates customers to be more conscious about relevant issues.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.