Everybody knows getting your product featured in the media leads to instant brand recognition and counter purchases, but what’s not so clear is what steps a brand can take to ensure it gets media cut-through. With so many great beauty products now available on the market, it’s never been harder for a brand to get media to pay attention to them.
So what can a brand do to ensure it gets media’s consideration? Well, from our point of view, the first step would obviously be to make sure you are on BEAUTYDIRECTORY (big ticks to you there!) Now that you’ve done that, take a look below to see tops tips from Australian beauty media on how to get product featured in their publications.
Woman’s Day/Yours beauty editor Kristy Bradley
“I think having the product in hand is the best way to get familiar with a brand. When the product isn’t so straightforward, a coffee catch-up is great so the PR can take you through the benefits of the product/brand.”
Gritty Pretty founder Eleanor Pendleton
“Sure, beautifully designed EDMs can be effective and clever and engaging media sends outs work a treat (please – no sand, no glitter, no plants put into a box and sent via Australia Post (why!?) and no rolled up press releases). But, to be honest, a lot of it depends on the relationship forged by the PR with the beauty editor. If I don't know you or have never met you and you're suddenly saying, "Hey babe", I'll immediately be dismayed irrespective of your client or their product. Be professional and invest into beauty media relationships via face-to-face catch-ups. I know it can be hard to pin us down, but the humble coffee meeting can be invaluable and go a long, long way in the pay-off for a brand.”
BlushHour founder Lauren Dunne
“A well thought out email pitch that has been tailored specifically for my publication and includes all relevant information and images will always have a higher success rate than a mass email blast or cold call.”
Freelance beauty editor Shonagh Walker
“A launch is great when executed well, but often an email or a phone call will suffice when introducing a new product, accompanied by a detailed press release and product sample for review. You can never underestimate the value of a face-to-face meeting, either. It’s one of the only ways to establish a great relationship between journalist and PR (as long as time permits), although I do have plenty of great PR friends that I have only ever “met” over phone call or email. Such is the nature of the business.”
Australian Women’s Weekly beauty and health director Sheree Mutton
“An email with a press release or details, along with a high-res image and/or the product sent into the office.”
OK!/NW senior beauty editor Laura Wilson
“Email contact introducing yourself, the brand, imagery and a press release. I also suggest sending in a press kit of hero product that I can keep in the cupboard. A visual over email sticks in our head and having a product or two in the cupboard reminds us of the brand when we are pulling for upcoming issues. We can then call in specifics to suit if need be. It also allows you to touch and feel the product - very important when choosing what ends up on the page.”
Harper’s Bazaar beauty writer Anna Lavdaras
“Emails with images and press releases attached, basically making my life a breeze.”
Image: Instagram.com/stefanmakeup
