PR Strategies
When looking for prime digital outlets to secure coverage for beauty clients, we often think of the heavy-hitters like Byrdie and Into The Gloss. While these sites are beyond fantastic, there are some other digital outlets that might not be on your radar just yet, catering to audiences seeking anything from effective natural products to Hollywood insider secrets.
Read on to see some of my favorite websites to work with (and read!) on behalf of beauty clients, as well as tips on how to pitch!
Overview:
Created by Sarah Howard (whose father owned Make Up For Ever and Pierre Michel Salon), this site gives her unique insight into the industry with coverage on "trends, tips and tricks, insider secrets, and weekly must-haves."
What to Pitch:
Anything interesting and beauty-related! Areas of coverage here really run the gamut from product recommendations for the “weekly must-have” section, how-to tips on achieving the latest beauty trends, and interviews with celebs on their beauty routines. Anything new, fresh, and interesting in the beauty field will likely garner your pitch a second glance.
Overview:
A very stylish guide to “living well,” The Chalkboard Mag was launched by Pressed Juicery to deliver fresh natural beauty, health, wellness, and living content to readers. While they cover a variety of topics in the lifestyle space, beauty is a big area of coverage for TCM.
What to Pitch:
Natural categories are the bread and butter here, so if you have an eco-friendly skincare line or holistic practitioner expert, send along the info to the team here. If a well-known health or wellness expert endorses your product, make sure to share that as well.
Overview:
This LA-based site epitomizes Hollywood glamour with its sleek layout and in-depth interviews with the hottest in-the-know industry insiders (hello Jen Atkin and the Streicher sisters!) The Violet Files is an off-shoot of the high-end, incredibly curated shop Violet Grey and maintains the same exclusivity and taste level as their retail site. Their editorial policy notes that a brand does not need to be carried at Violet Grey to be featured on The Violet Files so don’t let that deter you!
What to Pitch:
A celebrity angle will get you far with this site (has your product been used by a celebrity or do you have a top makeup artist or hairstylist as a fan?) as will beautiful, luxury products – steer away from pitching drugstore products. Beauty/medical treatments also get coverage here in their VG Rx series, so if you have any innovative procedures or doctor experts to offer pitch away.
Overview:
Run by the impossibly chic Annie Atkinson (a former New Yorker turned recent Zurich expat) this site covers all of her favorite products as well as interviews with equally stylish ladies in the beauty, fashion, and wellness spaces for the “Glow Girl” feature.
What to Pitch:
Products featured tend to lean more in the natural yet luxury space – anything with beautiful packaging, holistic yet effective ingredients and a prestige feel would be appropriate to pitch. If you’re pitching for the “Glow Girl” section, experts that fit best are those with a strong level of expertise in the wellness space who are undeniably chic. Annie recently relocated to Europe so keep in mind if pitching an event invite or a service that is stateside, it’s unlikely she’ll be able to attend.
Happy Pitching!
