Beauty PR

The New Rules of Beauty Public Relations

Last updated on: 2020

Agency Life

The realm of public relations in the beauty industry is constantly changing. Now more than ever, we are seeing the transition from traditional press releases to quick product outlines and long time editors becoming freelancers employed by multiple publications. A new digital age needs new approaches to break through the noise. 

Here is T&P’s weigh in on what works for beauty public relations today:


PR Is No Longer Just PR: 

To successfully gather attention for your beauty brand, it is important to be live and constant on all platforms. Today, it’s safe to say that social media and public relations go hand-in-hand. That means that public relations professionals need to be active on the right channels if they want to manage their client’s reputation effectively and make the right impression on their audience. 

Create Content Opportunities & Let the Influencers Tell the Story: 

Influencers have become the most authentic third party validation for beauty products. Investing in a branded influencer event like Tarte Cosmetics did back in 2018 is a great way to gain exposure and let influencers tell your brand story for you. Beauty brands have always been ahead of the game when it comes to connecting with their extremely engaged audiences. Marketing through influencers will give your targeted audience the chance to hear about your brand from a trusted source in a meaningful way! 


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Happy Aloha Friday🌸 Wish you were here💕 … … #trippinwithtarte @tartecosmetics

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The Formal Press Release is Dead:

The formal press release is a thing of the past! Who wants to sit and read pages of information? Nowadays the visual is the new press release. What does your content say about your product? How do your consumers react to your posts? These aspects of a brand speak for themselves and show the media contact where your product can fit into their upcoming stories.

Your Brand MUST Have a Purpose:

Beauty brands are raising the bar for authenticity in beauty and answering the needs of today’s diverse audience. These brands are setting the trends and doing so by fully being immersed in the needs of their consumers and communicating via social/grassroots efforts. Today’s marketplace is all about the online/offline experience. Events such as the Indie Beauty Expo enable these brands to interact with their audience and tell their story in a meaningful way.


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Casey is a public relations, marketing and communications specialist with several years of experience in the lifestyle and beauty industries. Through curated pitches, creative brainstorming, deskside meetings, and personal relationships, she has successfully gained attention for her clients on broadcast, print and online media. She uses her fresh, positive perspective to generate creative campaigns and long-lasting partnerships.