As a beauty publicist and overall product fanatic, I come across brands daily that are interested in getting the word out about their products but are frustrated and confused as to why they can’t seem to emerge from the sea of similar product lines like some of their peers have. Through my experience, I’ve come to the conclusion that there are four essential components that make a beauty care line ready to gain the desired attention by the media and consumers.

Quality products: This goes without saying. Your product is the foundation of your business, so it’s important to invest in quality ingredients. This goes a very long way with customers.

Great packaging: Invest in quality containers and labels. The last thing you want is your logo and ink smearing when your products are used in the shower or by wet hands.

High resolution photos: Hire a professional product photographer to capture images of your products. A professional will know the best angles and backgrounds to use to make your products look more appealing. Also, products should be photographed in a way that can easily translate to the pages of a magazine or blog. Editorial teams will sooner choose to feature anther brand with hi-res photos (though your product may have actually been better) than to spend more money to have it photographed appropriately.

Nice, clean website: Your site doesn’t have to be fancy, but it must be appealing to the eye, easy to navigate, and it must make the purchasing process quick and simple!

Yes, these four components cost money, but remember that the key word is investment. You’re making sacrifices in the short term in order to achieve your long term goals: continued exposure and support, credibility, and increased sales.

Now what?

If you already have all of these necessary components, yet still struggle to expand your brand awareness, the final step is to hire a publicist with the right connections to top tier beauty editors, influential bloggers, radio show hosts, and more. If you’re ready to take your beauty care line to next level of exposure and sales, contact us at shari@polishedpublicity.com to set up a consultation.

Beautifully Yours,

Shari

Hi, beauty mavens! As you may or may not know, most national magazines are preparing for their holiday gift guide issues right now! (Yes, we know it´s August). Magazines work anywhere between 3 to 6  months into the future.  With this in mind, you are probably brainstorming on how you can get your beauty products into the the coveted annual holiday gift guides. Don´t get left out this upcoming season. There is still time to be considered for gift guides in print and on the online entities of your favorite glossies and influential websites and blogs. Keep reading to learn how to prepare and position your self for holiday press!

Make a wish list. Make a comprehensive list of your favorite websites or blogs that you would like to see your products featured in. Search for “holiday gift guides” and collect as much specific contact information as you can find for the publications you’d like to target. Be sure to also find the right contact to send your pitch. Gather that contact’s email address, phone number, and social media handles.

Reach beyond your typical customer base. Sure, pitch the editors of the magazines or websites that regularly review and recommend products like yours, at your price point. But remember that at holiday time, lots of people who wouldn’t ordinarily be your customers are looking for gift ideas—and they may splurge. For instance, Woman’s Day readers may not be interested in your guy-oriented tech gadget nine months out of the year. But if you position it as a “gift for Dad” or “what to get for the husband who has everything,” you may be a perfect fit.

Tailor your pitch. Target each pitch you send out to the readership of the specific publication you’re pitching. Make sure to include: a one- to two-sentence product description with colors and sizes, if applicable; the price at holiday time; and how-to-buy information (most likely your website address).

Include images. Holiday gift guides almost always include lavish photos. “Make sure you have high-resolution artwork ready.  If you’re scrambling to get pictures from your photographer, an editor doesn’t want to wait for that. They’ll pass and go with someone else. Distribute artwork via a downloadable link, not an attachment.

Be ready to send samples. Before you begin pitching to outlets, be sure that you have product in stock set aside for editors and bloggers that can be sent out as soon as they take interest and submit a request for samples.

Get creative. Think about how these gift guides are organized. Often they are grouped into lists such as “ items under $25” or “gifts that give back.” Suggest ways that your products can fit into those categories and you will greatly increase your chances of being included in the round up.

Were these tips helpful? If you are interested in having your brand included in gift guides but are overwhelmed by the process or just lack the time, contact us at shari@polishedpublicity.com to inquire about our short-term yet highly effective project-based PR campaigns.

Beautifully Yours,

Shari

Usually when I consult with potential clients, they are skeptical of PR and/or have a very limited understanding of the PR process and its incredible value.  I often hear variations of the following three questions:

1. What’s in it for me?

2. How will my business benefit from gaining publicity?

3. Is publicity really worth the monetary investment?

First, the main purpose of publicity is to increase brand awareness. In even simpler words, its purpose is to create infinitely more exposure and “buzz” about your brand, preferably to your target consumer and the media (magazines, blogs, radio and televisions shows, etc.) they consume.

Now I will share with you 5 benefits of publicity and its value:

1. Social proof (credibility) – When potential consumers see that reputable magazines, blogs, etc. have featured your product or service, they are more likely to trust your brand and make the decision to invest in what you have to offer.

2. Building your email list – Potential customers may not be quite ready to buy from you when they are first introduced to your product via a media mention, but all is not lost. Many times, they still desire to keep in touch until the point where they are willing and/or able to purchase. This is where your email list comes into play. Be sure to employ a newsletter signup option on your website to capture the email addresses of future customers. This way, you will continue to provide them with great information about the goings on of your brand until they are ready to purchase.

3. Traffic to your website – When your brand is featured in the media, a potential customer’s initial action is to visit your website. Some will be ready to purchase immediately, while others will need to be courted for a while before they commit to purchasing. This is where your newsletter sign up option comes into play.

4. Social media likes – Don’t underestimate the value of social media likes and mentions! Social media is a type of microblogging. A simple “unboxing” photo or 15-second Instagram tutorial can send loyal followers, brand ambassadors, and customers your way.

5. Increased sales – Once you become a brand that consumers first know then trust, the decision to purchase again and again becomes almost inevitable. Exposure + credibility = increased revenue.

Now what?

If you are interested in increasing your brand awareness but don’t know where to start, the next step is to hire a publicist with the right connections to top tier beauty editors, influential bloggers, radio show hosts, and more. If you’re ready to take your beauty care line to next level of exposure and sales, contact us at shari@polishedpublicity.com to set up a consultation.

Beautifully Yours,

Shari