From an editor: Ten top tips on how to get beauty press exposure

Are you struggling to get the message out to the beauty press about your company’s latest innovation? Whether it’s the launch of a new product or an exciting new business development, getting a press mention is far from given.

It goes without saying that B2B press exposure enhances a company's industry credibility and authority, fostering trust among potential clients and partners, while also amplifying brand visibility to attract high-quality leads and strategic opportunities.

But often deluged by press releases and news leads, a B2B editor will prioritise releases that meet specific criteria. As the founding editor of one of the main B2B beauty and personal care journals, I thought I would share some insights about what resonates.

Here is a list of ten rules to follow if you want to raise the chances of your press release getting picked out and turned into a published article:

1)       Ensure that the press release has a catchy and meaningful hook

Journalists need a hook for an article or it’s far less likely to happen. Not only does this give it purpose, it also means there is a far stronger chance that the articlee will be read. A decent hook should be eye-catching, meaningful and make a difference. Often the real hook in a press release is hidden half-way down the release, by which time you may well have lost the attention of an overworked editor.

2)       Provide clear references to clinical trials but make it relatable

Gone are the days when beauty and personal care brands could make unsubstantiated claims. Clinical evidence is absolutely crucial because without it you are not really going anywhere. But besides this obvious point, scientific evidence about your product or innovation has to be relatable. Remember that not everyone is a qualified cosmetic chemist. In fact a lot of people working in the industry have rarely, if ever, set foot in a lab.

3)       Include decent product shots that help tell the story

Most online journalists use photos to illustrate their stories, so if you can provide a decent high-resolution image, they are likely to choose that over a generic istock image. While illustrating beauty ingredients can be challenging, try a before and after images if it is a product that can make a difference to an individual’s appearance, or, failing that, try a shot of someone working in the lab. If it is a natural-based ingredient use an attractive botanical-themed shot, whether it’s a fruit, nut, leaf, flower or plant.

4)       Include meaningful quotes that avoid being sycophantic

Quotes help to substantiate an article and give it the human touch, but be careful not to be too wishy-washy or make it sound like you are heaping too much praise on yourself or your business. Quotes should add value, help tell the story and provide real information that takes the press release beyond the realms of being a pure advertisement for the company or product.

5)       Tell a compelling and engaging story

While the hook is integral, it also has to be underscored by a story that is compelling, interesting and informative. Imagine you are relating the story to a good friend in the industry or a colleague. Come up with a few ideas and then try relating the story to determine whether or not it resonates with those individuals. But make sure the message is succinct as long-winded stories will turn people off. Think elevator pitch.

6)       Make sure you emphasise the benefits to the consumer

You would be surprised how many press releases forget to stress what the ingredient means to the end user. In the B2B world of beauty ingredients, yes, you want to get buyers from L’Oréal and Unilever on board, but remember they are going to have to figure out how this ingredient helps to benefit the consumer. Don’t leave it to the potential buyer to figure it out that for themselves. Spell it out for them.

7)       Hit one or several key industry trends

The beauty press and market intelligence firms are constantly bombarding the industry with new and sometimes whimsical trends. Find one or more that is both relevant to your industry and might also have some staying power. Try to think outside the box too. If all of your competitors are latching on to the same trend, then relate your product to something more niche or out of the ordinary. Editors will like that as they are always looking for something new and different.

8)       Stress any type of environmental or sustainability benefit

While many of the big multinational beauty companies are backtracking on sustainability claims, consumers are still interested in purchasing options that reduce their impact on the environment. Clearly spelling out sustainability initiatives or benefits will give any press release added depth and the vast majority of journalists will be happy to include this aspect in their version of your story.

9)       Give the story a human element

Whether it is explaining about the people involved in growing botanicals, including the lab staff who have worked tirelessly to get the ingredient off the ground, or stressing the difference the ingredient can make to the end user, focusing on the human side of your story will always make it that bit more relatable. People add a sense of relatability, reality and dynamism. Forgetting to include a mention of anyone in the piece could be what makes your story forgettable.  

10)  Provide media contact details and prepare to answer questions

To those of you that always include media contacts and respond to press enquires, we editors and journalists salute you. For those of you who don’t include a contact, or perhaps worse, include a contact but never respond to an enquiry, that will probably mean you are going to lose

 out on getting valuable exposure.

I provide strategic PR and communications support for a host of beauty industry suppliers, with a specialisation in formulation and ingredients. I am happy to discuss the needs and challenges your business is facing in a video call. Or, if you are attending the in-cosmetics Global event in Amsterdam next month, let’s arrange a meeting there.

Please contact me at simon@pitmancomms.com.