As a beauty PR agency, we recommend that brands send products to editors to make a stronger impression and garner authentic feedback. That said, there are things to keep in mind, particularly as Covid has greatly changed the landscape.
As a NYC beauty PR agency, VLIV Communications has worked with clients on numerous send-outs and beauty press mailers. We frequently send products to editors at top outlets like The Zoe Report, WWD, Harper’s Bazaar, and more.
What are beauty press mailer do’s and don’ts? Read below tips from our NYC beauty PR agency!
DO Ask Permission:
Even though many editors are back in office, some are still working from home and have limited space. The last thing they want is to come back to unsolicited and irrelevant product!
DON’T Overdo Packaging:
Over-the-top unboxings and extra gifts are now seen as wasteful. Keep it streamlined, limiting paper and extra packaging/plastic. Editors no longer expect nor want lavish product mailings.
DO Include Product Info:
That said, some printed info (like a postcard with pricing and product story) can be helpful. Again, ensure it’s not excessive or wasteful, but relevant.
DON’T Send Perishable Items:
Unless the editor is aware, they may be in for an unpleasant surprise if they return to food items! You don’t want to send unexpected perishable items when they might be out of town. With allergies/food sensitivities, this tends to be a bad idea in most cases.
DO Include Best-Sellers:
Send popular, best-selling products, and share customer feedback. Does it have hundreds of 5-star Amazon reviews or constantly sell out on your DTC site? Let editors know!
Don’t Forget Contact Info for the Beauty PR Agency
Make sure the editor knows who to reach out to with questions! Provide them with the contact info for your beauty PR agency.
Do Follow-Up:
Give the editor time to test the products, and garner their feedback and insights. It can take an editor anywhere from a few weeks to a few months to test out products, so be patient!
Don’t Bombard Editors:
But don’t go over-the-top with emails – even though they’ve received the product, they’re under no obligation to cover it. Be respectful and patient.
