The media always seems to need beauty-related stories, but getting coverage can still be extremely challenging. Editors are inundated with PR pitches; all of them want to see their product featured in a top magazine.
People tend to show more skin in the summer months, and they want to look good! So right now, there is demand for stories about skin and hair care, as well as makeup trends. If it will make you look good on a beach, then editors want to feature it on their pages. It sells magazines.
We have a strong track record with placing appearance-related stories placed in our clients’ preferred media. That’s because we know how to stack things in our favor, and we have 26 years of experience doing it right. It starts with being choosy about who we represent. We’re looking for the products that will interest reporters because there’s a really good story to tell.
I have a natural interest in beauty products. And just like most of the media’s decision makers, I don’t fall for razzle-dazzle. Our clients all have good stories to tell. When I pick up the phone to talk with reporters, they can hear the excitement in my voice. I can’t wait to tell them why they should feature our client’s product.
Right now, while some media are working on stories about the hottest summer beauty products, others are already compiling information for their winter beauty articles. If you are marketing an appearance-related product, here are some tips:
• Find a do-it-yourself angle. Some clients also describe how to make their own body scrubs, and others who use unusual ingredients as hair conditioners. It makes for some great visuals on TV.
• Position the product as part of a cost-saving strategy. For example, you might not think you can dramatically improve your skin with an inexpensive product found on the pharmacy aisle. Producers loved this idea!
• Gather plenty of before/after visuals. Testimonials may also influence a reporter’s decision.
• Present the evidence. Use research studies and statistics to make a case for why your product should be featured.
• Change your pitch frequently. Beauty may be timeless but the media’s (and consumers’) attention span is short.
The stories are going to be written. It’s just a question of whether your product – or your competition’s – will be mentioned.
