“We find our beauty brands only gets PR coverage when we launch a beauty product. How do we start getting evergreen press coverage?”

I heard this recently on a discovery call with the marketing director at an established beauty brand. It’s a GREAT question!

Essentially, this brand noticed an uptick whenever they launched a new product. But, they didn’t know how to maintain momentum in media coverage throughout the year.

They wanted to bring on a PR agency to create a more consistent pitching cadence. They were hoping for an increase in evergreen content, and not just coverage tied to new launches.

This is SUCH a smart approach – with so many benefits. Beauty brands need PR support year-round, not just at launch time.

A steady stream of coverage throughout the year boosts brand awareness, establishes credibility and trust, and keeps the brand story top of mind.

When working with clients, we’ve secured coverage in outlets like InStyle, VOGUE, and ELLE – without a new product launch.

What Are Some Benefits to Hiring A Beauty Brand PR Agency for Year-round Press Support?

Hiring a PR agency who speaks with editors daily knows how to position your brand and its products throughout the year. We’ll fit your brand into seasonal stories, tie into recent trends, and respond quickly to editor call-outs who work on stories your brand can fit into.

We also love getting creative for our clients! Diving deep into the founder story or the business’s growth plans, or tying products into current trends, is so fun for us and truly our passion. It’s our responsibility to garner press coverage that ties back to your messaging and ultimate business goals. And, we love doing it!

So while press coverage surrounding new launches is important, the real impact comes during other points in the year, when your brand story and product innovation can shine through.

If you have any questions on how PR can boost your social following, feel free to contact us.