Public Relations Strategies for Sustainable Beauty

In the past, the only, as well as the best way for beauty brands to get noticed by consumers was by securing a spot inside a shiny magazine or getting celebrity endorsements.

Since then a lot of things have changed, except for one — PR in the beauty industry is still crucial. Sustainable beauty brands is a specific niche that uses its own public relations strategies.

With so many different sustainable beauty products and cosmetics on the market, public relations becomes an essential tool to help all of the different brands stand out from their competitors.

However, it’s important to remember that public relations efforts for sustainable beauty brands shouldn’t be treated as temporary exercises, and instead should be considered a long-term and strategic element of an overall business plan.

Before a company gets to experiment with all the different ways it can potentially get more media coverage from relevant outlets, it’s important to consider what makes that brand stand out, and how it can become a credible source on various industry topics.

Pitching to Journalists

It’s essential for sustainable beauty brands to constantly utilize media outreach. Businesses can’t reach out to relevant journalists just once, and then expect their new product to stick around and appear in relevant coverage.

The beauty industry is a very crowded market, which means companies consistently have to get their products in front of the right journalists and provide interesting facts, statistics, or information that those journalists can then use in their stories.

One of the things that can help sustainable beauty brands with constant pitches to journalists is creating a PR outreach plan.

That means figuring out what the brand wants to tell the rest of the world about itself in the next few months, or a year, and then focusing on relevant media contacts.

By being intentional with media outreach and only pitching to journalists that the business is already familiar with, the company can foster stronger relationships with those journalists, and follow up whenever necessary.

Adaptability and Timeliness

Companies that tend to receive media coverage frequently are the ones that sent out timely and newsworthy pictures to journalists. If a company doesn’t tie its pitch to what’s going on in the rest of the world and how media outlets are operating, it ends up missing out on generating more publicity within its industry.

That means sustainable beauty brands should keep an eye on various big news stories that they might have to compete for attention with, as well as the lead times for journalists. For example, there’s no use for beauty brands to pitch any holiday stories to outlets that have long lead times in late November.

This is generally because outlets with long lead times don’t take stories so late, as those issues have already been closed.

Additionally, summer stories, for instance, that are pitched long before summer starts to outlets that have short lead times, aren’t going to get very far.

A good general rule is to send relevant stories and pitches 3 to 4 months ahead for outlets with long lead times, at 1 to 2 months ahead for outlets that have short lead times.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.




Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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Ronn Torossian

Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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