According to research conducted by The NPD Group, Inc., a leading market research company, in 2010, total U.S. prestige beauty generated $8.4 billion, an increase of 4 percent in dollars, compared to $8.19 billion in 2009.
Beauty is a huge market and that figure does not take into consideration all brands and products. The bottom line is that beauty sells. As with fashion and entertainment a beauty-oriented company needs to develop a strong brand in order to be truly successful and nothing is more effective for creating a powerful brand and brand awareness than PR and media relations. Through public relations your product or service is positioned as a news story, not as an ad or a commercial. Through the media, you are also positioned as an expert in the field, as a beauty guru. Soon the media starts coming to you to learn the latest beauty or skin care tips and secrets. You help define beauty and style trends, while positioning both you and your company via the media.
You can then meld a blogging and social media campaign with your traditional media campaign. For example, if you receive coverage in your local newspaper on your salon, or your new product line, you can take that article and link it on your blog as well as on Facebook, LinkedIn, Twitter, Digg and other social sites. You have now turned a local article into a national article. Or conversely, you can tape a very cool, interesting segment and post it on YouTube. In the beauty world you can be a bit outrageous, so make it fun, make it interesting, give it attitude. Now using your blog, Facebook, Twitter and other online venues, try and create a buzz around that video. If you generate enough interest you can then pitch your YouTube phenomena to the mainstream media and garner media coverage in print and TV. That’s not a slam dunk, and requires work and some creative thinking, but we’ve done it, so it is possible.
The key to a successful beauty PR campaign is to create a compelling story around your product or service. Make it interesting, stylish, and compelling. Always keep your target market in mind. Then study the media outlets that reach your target market. Now develop a number of different stories to pitch to a variety of different media outlets. Each media source has needs and interests that are specific to it. The primary secret to launching an effective media relations campaign is to focus on what the various media outlets need, and pitch each outlet accordingly. For example, beauty trade publications will be interested in a business angle, whereas your local media will respond to a pitch with a local slant and a national TV show is going to be more willing to run with a story that has a strong visual component. Being in the beauty field offers you strong visuals, so be creative and use them. Also remember that the ingredients, the look and the packaging itself can offer you a compelling story. If you use eco-friendly packaging, or if your ingredients are non allergenic, or if you utilize customer recycling initiatives, these can all be angles you can pitch to the media.
More and more, savvy beauty-oriented companies are spending zero on traditional advertising and utilizing a creative mix of traditional public relations combined with a creative blogging and social media campaign to build their business, grow their brand and achieve success in the beauty biz.
Copyright © Anthony Mora 2011