Note: This case study is a summary of a very successful three year public relations and media outreach campaign that I single-handedly created and executed, landing media and influencer mentions in US Weekly, Elle, Shape, Fitness, Allure, W, Health, Prevention and many, many more. It is packed with story ideas, pitches and ways to reach out to the media and influencers for press coverage for your new brand. While I love working with health, wellness, fitness and nutrition brands, these tips are for anyone trying to connect with the media and build their market. If you are looking to build press and influencer connections like a pro, you should probably check out my course The PR Playbook.com as well.
Why Vanity Metrics Matter
Everyone knows that influencers can actually sell through your product, bring real return on investment to your conversion funnel and actually have you making some money off your new business, but you tell me, how do you plan on paying for all that sponsored media? You need a balance of both blogger and persuasive top tier mentions and connections to convince and convert.
Same Problem, New Solution
I digitized these press clips and organized them into case studies with helpful tips for you to demonstrate that the news cycle in health, wellness, fitness and nutrition is a continual loop of how to look and feel our best. What is old again, is new again.
How to Pitch Like a PR Pro
It is not enough to tell the world you have built something brand new. You MUST share the problem you solve and why your product is the ultimate solution. In order to do this consistently like I did, with press in every media outlet imaginable – from Brides to Marie Claire; Town & Country to Oprah and Travel & Leisure to Vogue, you have to be very, very creative. No blogger, vlogger or journalist in their right mind wants a mass blanket pitch.
One of my first clients in beauty was a complex collection of skincare products (read: over 125 SKUs) from a brand called Yon-Ka Paris.
The challenge: Accumulate international brand awareness and celebrity cult-like status for an obscure, botanically-based skin care line created by two eccentric sisters living in the countryside of France without heat, electric or plumbing.
- Create an influencer & celebrity worthy experience while delivering five-star results at a world premiere event, like the Cannes Film Festival.
2. Don’t just focus on the masses. Branch out and persistently and consistently land press coverage in specialty (niche) media like I did here with bridal and new moms.
3. Pitch story angles around each individual product for additional reviews and inclusion in specific problem/solution stories.
4. Build upon product coverage and reviews by promoting spa and retail partners to build a clip book of the best of spa and wellness experiences in top tier media outlets, like Allure, Vogue and W.
5. Stay on top of all consumer trends and connect the brand to everything that is “hot”, on newsworthy, while climbing the charts – always sharing with media outlets in a timely fashion.
6. Create a charticle and/or listicle with products that offer solutions for every health and beauty challenge under the sun.
7. Never miss an opportunity to let the world know that your product is coveted by insiders “in the know”. Yon-Ka featured here in The NY Times.
8. Research, uncover and reveal blogger, vlogger, model, celebrity and influencer hacks, secrets & ways to look and feel their best. Then share it with those who want to look and feel like a star.
9. Highlight and tout exotic ingredients, or even every day house hold items and edibles like grapefruit as the next super food, miracle cure and foundation of youth, while sharing the benefits backed by science.
10. Show everyone short cuts to reduce stress while recreating an at-home mindful spa & wellness experience.
More ways to create story ideas around your products and brand . . .
- People can never have enough ways to eliminate the signs of anxiety and exhaustion.
- Help followers, customers & prospects pack for travel and another season and reason of self-care.
- Vet products, curate collections and share other complimentary brands in your story.
- Offer up new survival tips and products for every day annoying, yet common problems, like dark under eye circles.
- Collaborate with all-stars, including your strategic partners, retailers and professionals for added press coverage.
- Reposition your products for a new market – like men’s skin care.
- Position your more expensive, luxury product as an investment.
- Make sure your products are in good company and in the hands of professionals – and share their know-how with the world.
- Niche markets like “pregnancy” may have a shorter customer lifetime value, but they are open to product suggestions and recommendations. Especially when positioning your product as safe and effective for everyone.
- You’ll build more trust when you sound believable, so keep it really real. Don’t just make up your CEO’s quotes. Let them speak from the heart. Be believable.
- Popularize a certain part of the body and zone in on care for that one particular area.
- Promote soothing, safe, natural ingredients – like botanicals for specific skin conditions.
- Take an age old problem, and propose a new way to deal and heal it.
- Sampling sizes always work to give customers the opportunity to try before they buy.
- Does your product have an exceptional color? texture? Share the beauty of what’s inside the bottle.
- Understand your customer persona. What is her personality type? Naturalist? Futurist? or maybe just pure Becky. It doesn’t matter, just be sure to pitch to the media he/she reads, views, likes and shares.
- Go local – Connect with city guides in areas of dominant influence.
- Even in an age of influencers by the dozen, stars and celebrities still have pull.
- Plan an amazing product giveaway for your audience, fans and followers.
- Plan a splurge vs steal story – and include products at every price point.
- Help people get ready to reveal more for a new season – summer slim down and beach beauty prep.
- Have experts speak on your behalf. They need the publicity just as much as you do.
- Promote your product by lifestyle – cross over with fashion and accessories. Create the ultimate beach guide.
- Notice an ingredient trend before an influencer does? – help them select products for a round up .
- Have you opened a new retail account? Launched in a new online store? Tweet and share the news.
- Even if you are not pitching a story or new product it is important that influencers know what you are up to – so they can include you in their upcoming stories. Stay in touch with your VIPs.
- What happens when you have a fierce sales team, a loyal customer base and a winning marketing team – it’s a recipe for magic – it’s explosive.Work together.
- Show people how to relax, de-stress and unwind during distracting times.
- Help people transform themselves. Read: A complete vegan makeover.
- Are your products in a new hot destination spot? Promote it.
- Added tip: Make customization as simple as possible. As a matter of fact. Make everything as simple as possible.
- Take one ingredient – like geranium – and promote the hell out of it.
- Get people out of a bind – like when they over tan or burn their skin .
- Keep it exclusive and promote win its aka “contests” to attract new audiences.
- Promote B2B and B2C – which also helps boost employee morale.
- Promote experts from within your company to speak about their skill set.
- Seed out your products to celebrities.
- Offer tips on how to choose the best products in a category – like self-tanners.
- Go niche – pitch to smaller media and combine products with partners for the ultimate story mention.
- Pimp out celebrity users when they are launching a new movie or track. They need the publicity now more than ever.
- Reveal confessions.
- Ask your followers what their favorites are and report on that.
- Enter awards for your brand and promote the honors.
- Focus on problematic issues, like sensitive skin.
Want more ways to build your brand with media coverage? Check out my on line video course, ThePRPlaybook.com a short cut to learning how to pitch the press like a pro.
Who am I? Why am I creating ThePRPlaybook.com and how will it help you?
My name is Madeline Johnson and I am a Marketing & Media Strategist & Consultant specializing in health, wellness, fitness & nutrition. I am based in NYC. I enjoy working with startups and entrepreneurs who are creating anything that makes us look and feel good. I am also the creator of The PR Playbook, an essential guide to growing your business through brand awareness and consumer engagement that leads to sales.
I consult. I strategize and I create content for emerging brands. I help businesses grow. Right now, at this moment, I am working on –
- Creating brand guidelines and editing training manuals for Tevia Feng, the creator and founder of White Tiger Qigong.
- Writing and designing digital media kits for Kyle Rothschild, owner of HearthandBeam and BrownDogFancy.
- Developing a blogging and social media strategy for Richard Silver, a very talented photographer who is about to embark on A Remote Year.
I am creating The PR Playbook, a two hour online course, to help startups and small brands cut through the clutter of repetitive, abundant and confusing marketing advice, while helping them to understand and execute only the most productive and critical marketing tactics and activities to build upon success.
This course is unique in that it is an intelligently-designed mash up of marketing strategy, timely tactics and and technology to help you grow faster.
With each lecture you will benefit from –
- my years of experience working with businesses of all sizes while collaborating with top tier media like The NY Times and The Wall Street Journal and influential bloggers. I have had the opportunity to represent incredible brands like Reebok, Aveda, Fairmont Hotels & Resorts and Lisa Drayer, former CNN Health correspondent and author of The Beauty Diet, to name a few.
- a real time focus on continual social media execution and every day marketing in the moment activities with real time insights as I work with brands of all stages and sizes and from around the world.
- wisdom from winning business strategies and growth hacking techniques boiled down to simple and easy to understand and implement directives.
This course offers much more than just high level strategy and lessons on how to find a writers email or google more bloggers to review your new product.
Who is this course perfect for?
Startups, brands and personal consultants and coaches disrupting the world of health with technology and new products and services designed to help people become physically, emotionally and mentally prime.
Professionals in the wellness industry including aestheticians, spa operators, licensed massage therapists, cosmetic dentists, physical therapists, meditation facilitators and anyone with a business helping people become a better and stronger version of themselves.
Personal trainers, dancers and fitness coaches and mentors who are looking to build an online community and audience for their new workout product, video classes, gym concept, studio or other exercise innovation.
The two-hour course will launch this September. Sign up here to receive updates at ThePRPlaybook.com
The beauty blogger world just keeps on growing and growing. A great review of your new fragrance, lip gloss or night cream from an influential beauty enthusiast can mean more views on your website and buzz about your brand. One of the great things about these reviews is that they are so girlfriend like – making them that much more trustworthy. We think every brand could use a little more trust.
Probably one of our very favorite blogs, Cult of Pretty, is written by a product development expert who shares her favorite lotions and potions, some of which have developed a cult-like following.
You may laugh at the Google translation of OnlyLady.com but this blogger has influence in Asia and reviews luxe brands with an emphasis on skin care.
A Model Recommends is so much better on YouTube.com . Ruth Crilly hails from the UK and keeps it real, funny and has over 7.9 million video views.
Sandra from 15 Steps then a beauty blog has done an amazing job of taking her passion for cosmetics and skincare and sharing it with the world. She’s from Canada and reviews everything from the best exfoliators to the glossiest of lip treatments.
Meg of Lipsofacto.com was listed in The Times’s ’10 Best Beauty Websites’ in their 50 Best Websites for Fashion and Beauty feature. A few of her favorite bloggers include BeautyMouth The Dauphine and Essie Button
This post will continue with more best of beauty bloggers in the next few weeks. Need help reaching out to top beauty bloggers for reviews for your brand? Email us for assistance.
The cosmetic, skin and hair care market is inundated with exciting innovation. With so many products available, how does a consumer know which really works and which are safe? How will they know that your product is truly the most innovative and absolutely the best bang for their beauty buck?
Sure, beauty blogger and website reviews assist with web searches, and we certainly help our clients reach the most influential – – but awards from top-tier media will also boost your brand awareness as well. A part of our PR strategy, for many of the brands we represent, is making sure their new products are considered for the Best of Beauty from media outlets like. . .
- Allure Reader’s Choice Awards (June) and Best in Beauty Awards (October).
- CEW (Cosmetic Executive Women), a nonprofit professional organization with over 5,000 execs in the beauty, cosmetics, fragrance and related industries. CEW is on their 18th beauty award year where 46 finalists in 29 product categories,including the new Nail category, were chosen from a robust offering of more than 625 products representing 300 top beauty brands by approximately 4,500 beauty industry professionals. The exposure at their annual events is remarkable for new and emerging brands.
- Shape announces their awards in their annual September issue. Beauty experts, magazine staffers and panelists decide which are worth the splurge. Which if you win, can lead to additional press coverage.
- Women’s Health 53 Award winning product Shopping List
- Self Magazine’s Healthy Beauty Awards.
- Elle Magazine’s Genius Awards with their pick for the world’s top hair, makeup and skin care pros and their favorite secrets.
- Health Magazine’s 35 best products
- TotalBeauty.com 2012 Awards with rising star editor’s picks (new emerging brands) and reader’s choice awards.
- Teen Vogue Beauty Awards with over 35,000 votes cast.
- Think Smart, Look Amazing with Marie Claire’s Prix D’Excellence Beauty Awards
- Whole Living Magazine’s Healthy Skin Awards.
- Prevention’s best beauty products for the skin below your chin.
This is just an example of the many awards out there. If you are looking to submit your new beauty product launches for awards in the hair, makeup, skin or nail category, get in touch with us. We are here to help your beauty brand grow.