Pierce Mattie Shares Beauty Public Relations Tips
Pierce Mattie executives reveal what it takes to get their clients a ton of beauty coverage for the upcoming season.
(PRWEB) July 5, 2006 -- Ever wonder how brands like Kiehl’s are sold to L’Oreal, or how Freeze 24-7 remains a hot indie brand with a cult following – the answer: strong, effective and consistent media coverage that spans years in the making. When launching or reviving a cosmetic, skin, hair or nail color line, the desire to gain that competitive edge is fulfilled by coverage in beauty magazines such as Elle, Allure, Vogue etc. Here are a few tips on how to obtain this influential exposure.
Pierce Mattie's Un-obvious Beauty PR Tips
Tip #1: Create a beauty PR calendar
The calendar should present the brand’s key products, specific to seasons while showcasing supporting items during off-peak months. A PR calendar can be weekly, monthly or bi-monthly depending on how many products are in the line.
For example, when pitching the long lead glossy books for the big September fall issue in May/June, make sure you have the PR collateral material ready pre-summer. When launching a new line of dark shades for fall like khakis, browns and apricots, before and after photos of models wearing the colors always work best. In addition, having stock images of the product in its complete packaging is ideal. Launch the beauty line no later than June or July for fall coverage in September. Then, during July, August, September and October with placements coming out in October, November, and December, choose several key items within the collection that need reinforcement or a re-launch. Then, we usually expand with holiday looks going total glam. This keeps the carrot continuous hanging in the eyes of the beauty editors. Be sure to remember that these editors work on a three to four month lead time. When launching a new line that is fresh to the market, always launch the core heart and soul items first. Then later launch your line extensions, sub brands and smaller collections. Always publicize the items you make the most markups off of on wholesale first. This will help fund future media ventures.
Tip #2: Pitch brands that are appropriate towards the editor’s news
Typically all beauty exclusives go to WWD or WWD Beauty Biz. They report on beauty tips and product lines first.
For example, editors at long-lead glossy publications like Marie Claire and Self work four months in advance. When pitching in May, that media hit will not be seen until September or October. The pitch angle for items should be fall products that are light weight and warming. Not necessarily the dark accented colors of winter, rather the festive fall season colors. If giving an exclusive, start with the A+ books first like Elle, Allure, Vogue and W. Then do a secondary pitch to the more broad books like Good Housekeeping, Redbook and Family Circle. Lastly, pitch the weeklies such as Time Out NY, Star, In-Touch Weekly, etc.
Tip #3: Strive for media exposure that is relative to your distribution
Branching out with other A+ publications such as W, Vanity Fair, Elle, etc is great; however, notice that products that are largely distributed have large amounts of media coverage. Also, the demographic of the reader is a crucial factor. For example, magazines like W, Vanity Fair, Condé Nast Traveler and New York Magazine tend to cover beauty products that are elite, possibly exclusive or hard to find. Whereas more mass publications like; Marie Claire, Cosmopolitan and Allure typically support their advertisers and cover brands that are carried at large chain drug stores or major department stores. Price point also plays a huge factor. Ever notice how beauty products at Cosmopolitan and Marie Claire are all under $50.00? Those editors know that if they suggest products that their readers either can’t afford or can’t locate in the stores they will receive negative feedback and lose subscribers.
Tip #4:Know your brands’ target media audience
You are global, national or regional. Let’s face it; if you’re not a beauty advertiser getting coverage in Allure, it’s going to be a challenge. If a cosmetic brand is sold only in regional markets such as Los Angeles, pitching it to regional glossy publications like LA Confidential, Los Angeles Magazine and US Weekly are key books. Redbook readers might get frustrated if a product or line is only available in a boutique on Melrose. One way for our clients to overcome the challenge of being ‘regional only’ is selling direct online or with a toll-free 800 number. Next, take a look at the beauty pages in the top glossy books and track your product round up pages based on who is advertising versus who isn’t. If you’re upset that your latest shampoo didn’t make the story and the pages only feature brands from Proctor & Gamble, Unilever and L’Oreal, chances are there wasn’t any room for a niche, privately owned brand to make a presence on the page. Some brands have a higher ad/edit ratio than others. Obviously, the less beauty advertisers a magazine has or the more beauty editorial pages a publication writes, the more real estate is left for you to receive media coverage. Weeklies are often a great source for coverage because they are running 52 issues a year. Other top books that have a low ad/edit ratio for you to get quality coverage include Town & Country, W and Gotham. Popular publications like Shop Etc, Lucky and Shape have endless pages of beauty and often support the no name brands that don’t advertise because their real estate is abundant.
Tip # 5: Become like MAC Cosmetics – NOT! Stop copying your competitors, brew your own line!
It’s rather amusing when Lancôme introduces a new product and then Estee Lauder launches the same cream with a slightly different spin. Or Bobbi Brown, Trish McEvoy and MAC all seem to have the same color palettes for fall. Do you think marketing executives spy on each other when in R&D before heading to manufacturing? You bet!
Another wrinkle cream, same old product. Often, we at Pierce Mattie PR hear from vendor’s mouths, “I want my makeup to be as popular as MAC.” This is the wrong approach to take. Don’t copy the predecessor. Know who buys what and cater to their needs based on what they want. Strive to go from the bottom up, rather than the top down.
For example, know what beauty trends your audience will be interested in. Position your brand to be sufficient for those customers you’re trying to reach. If your target audience is 16-28, find out what they do when they are not shopping for new cosmetics and beauty products. Are they on myspace.com ? The most popular ‘group’ on myspace.com for beauty and makeup is “I love M.A.C.” with about 23,000 members. Second is the “Cosmetologists” group, with about 10,500 members. Bloggers post what they love about beauty and makeup from faux eyelashes and cyclical makeup trends from the eighties to new hair trends.
The main point of success; how can your beauty line become a part of their daily life? Read the blogs , learn from the consumers and talk to them. They are gravitating toward certain brands for a very good reason.
The Obvious but Often Forgotten PR Tips
Tip #6: Relationships Help!
Whose calls are you more likely to take, someone you have never heard from before or a good friend? If you’re not friends with the press, hire someone who is. If you are currently working with a PR firm, make sure that they are in good standing with the beauty and fashion press. You can start to build relationships today with the press by taking them to lunch, dinner or drinks. Make it your personal methodology to become invested in their well-being and best interests.
Beauty Editors are people- just like you and me. They want to be treated with respect, viewed as a resource and not just used and abused for media coverage. Beauty editors like it when you are honest with them. Tell them upfront what your game plan is and how you want them to partake in your strategy. Beauty editors like exclusives and respect those who are the first to show them what’s going on with your brand. Pick your exclusives carefully. Beauty editors appreciate favors, but don’t expect them. Ask for the relationship, work with them, keep a score card of favors that they have done for you and those that you have done in return. One hand may wash the other, but never expect anything in return.
Tip #7: Have a Story for each Media Portfolio
How to shop for makeup products and beauty brands:
Strategies should be catered to: Shop Etc. and Lucky Magazine How your beauty line can make a female face shimmer, look sexier, or younger: Marie Claire, Cosmopolitan and Glamour Beauty accessories and makeup that look good at the gym and hot enough for night time:
Product placement might be good for: Self , Shape and Fitness. Beauty for budgets or products on a budget:
Good values should be sent to: Redbook, Good Housekeeping and Ladies' Home Journal Luxury beauty, runway and velvet ropes: Stories should be sent to: Harper’s Bazaar, Vogue, Elle, and W Celebrity beauty trends and movie star looks:
Let editors know how stars beautify at: OK! Magazine, InStyle, US Weekly and People
Pierce Mattie Public Relations was launched in 2001 by lifestyle editor and expert Pierce Mattie. Pierce Mattie PR remains the industry leader in communications for beauty, fashion and fitness brands alike with growing divisions in home furnishings and fine jewelry.
Executives at Pierce Mattie PR are noted for being young, high energy, hyper-educated, tech driven and very strategic with their beauty/fashion media campaigns. Pierce Mattie publicists have won numerous awards including; best editorial for their work with Vogue magazine, best press kit for their client; Ojon Hair Care, best publicity campaign for their client; Jane Iredale Cosmetics and best broadcast segment for their work on The Today Show and The View from IABC, Communicator Awards, Marcom Creative and The Annual PR Awards.
In June of 2005 Pierce Mattie PR launched their Los Angeles office located in West Hollywood. Top tier clients include; Bond No. 9 Fragrances, Natura Bisse Skin Care, Fantasy Diamond, Joico, Jane Iredale Cosmetics, Norma Kamali for The Spiegel Catalog, Marc Blackwell Home Furnishings, Chef Yossi, PumpOne Fitness and many more.
For more information:
Pierce Mattie Los Angeles
1430 N Harper Ave Ste 202
West Hollywood, CA 90046
P: 323.650.3700
Pierce Mattie New York
62 West 45th St 3rd Floor
New York, NY 10036
P: 212.243.1431
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