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.

See also  Consumers and Values

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 and CEO 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. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.