Does Your Beauty And Skincare PR Strategy Need A Makeover?

Reach a Wider Audience with Targeted Public Relations

The beauty and skincare industry is changing. Not so long ago, women couldn’t wait to visit their favorite stores to purchase their must-have beauty products due to the pandemic. Now, however, more and more people shop online.

These types of changes in consumer behavior mean that your beauty brand’s old marketing strategies may not be as effective as they used to be. If you feel like your cosmetics brand could do with a PR strategy makeover, then look no further.

We’ve outlined PR strategy tips and tricks below that can help to elevate your beauty and skincare brand to the next level.

Exclusive Insight into Industry Strategies and Trends

3 Effective PR Strategies For Beauty And Skincare Brands

Invest In a Well-Crafted SEO Strategy

Today’s typical customer wants products to be accessible and readily available. The beauty and skincare industry is no exception. With just a click of a button, customers are expecting to find all there is to know about the products they are interested in.

By not meeting these customer expectations, you could potentially damage your beauty brand and have your customers flocking to your competitors. Rather, give your customers the information they want with the help of a well-crafted SEO strategy. This will help you remain top-of-mind whenever someone wants to invest in their physical appearance.

When sticking to a great SEO strategy, you will ensure that your beauty brand soars above your competition in online search results. For example, whenever a potential customer is looking for a new face cream or mascara online, your site will be one of the top beauty brands that Google recommends if you offer that product.

Great SEO can help your brand to become more visible, which will drive more traffic to your website. It’s all about targeting the right keywords and knowing what your customers are currently searching for.

Staying on top of beauty trends and knowing which topics will be great for evergreen content is a sure-fire way to catch your demographic audience’s attention.

More visibility equals more eyes on your content, which will drive more sales and content engagement. SEO may be a long-term investment, but it is definitely worth it when done right.

Paid Marketing Campaigns

SEO is a great tool when it comes to ranking high in organic search results. However, even if you have a great SEO strategy, it may take up to six months to see results. While you are waiting for your website’s search engine ranking to pick up, why not invest in paid marketing?

Customer pay-per-click campaigns can help to boost the visibility of your beauty brand. Paid ads in search engines are usually displayed right at the top of the page, which means you automatically outrank the competition.

This means your ideal customer will not have to scroll down or go to the next page to find your brand. And seeing that most people only click on the first three search results they find, your paid ad will be able to generate a lot of traffic to your website.

You can use PPC adverts for sales and to feature some of your products. Most importantly, your PPC campaigns should work hand-in-hand with your organic search efforts. This will enable you to see a bigger return on investment in a shorter amount of time.

From display ads to remarketing and Google shopping ads, the sky’s the limit when it comes to promoting your beauty brand with PPC campaigns. The added bonus is that you can measure the effectiveness of every advert and only keep those that work.

Creative Content That Converts

Your ideal customers are probably already deeply invested in their own physical wellbeing. This means they are on the lookout for beauty and skincare tips that will truly blow them away. By providing them with engaging, interesting and educational content, you can show them why your beauty brand is truly worth investing in.

By featuring articles that link back to your website on sites that your target audience already visits on a regular basis, you can increase your website traffic. It also helps to build trust with your brand following and increases the chances of your audience actually purchasing your products.

Moreover, creative, educational content can also help to build your brand’s authority when it comes to skincare and beauty. Educational content doesn’t have to come in the typical box we’ve always put it in. Yes, there’s nothing wrong with a beautifully worded article, but these days it’s more about who is doing the telling.

By getting influencers, celebrities, skin experts, and even product reviewers to try out your products and then to share their own personal experience with your audience, your brand will look more authentic. This will also help to widen the reach of your brand and to promote brand loyalty.

In a Nutshell

Your beauty and skincare PR campaign doesn’t have to be complicated to be effective. By adding the above strategies to the mix, you can start building a better brand reputation and increase your brand awareness.

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Leeza Hoyt

Founder and President at The Hoyt Organization

With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.