How Beauty PR Agencies Craft the Perfect Pitch


Beauty PR agencies in NYC and LA craft pitches day-in and day-out to capture the attention of top-tier media outlets like Refinery29, POPSUGAR, and Teen VOGUE on behalf of our clients.

While pitching is part art and part science, there’s a few best practices we’ve picked up over the years to maximize chances of coverage – as well as developing strong relationships with these influential editors.

​​​Pitching is a key skill for all publicists – we need to convey our clients’ products and news in a way that is true to their brand ethos, but also sparks interest from editors and their audiences.

Editors are more pressed for time than ever before these days – whether pitching them in response to a request they’ve sent out or pitching them with a new launch/story idea, there are a few things that they’ll be sure to appreciate and make it that much more likely they’ll consider your brand!​​​​​​​​

What do beauty PR agencies in NYC and LA include in the perfect pitch?


Relevance to Their Beat + Current Editorial Calendar​​​​​​​​

You’ll want to ensure that you’re pitching on-topic! Don’t send a technology editor info about your fashion brand (unless there’s a tech component!) and don’t pitch service-oriented stories to e-commerce editors.​​​​​​​​

Brevity with All the Main Facts Up Front​​​​​​​​

Get to the point – quickly. Ensure your pitch starts with a strong hook to captivate their interest and entice the editor to keep reading!

Pricing and Where to Buy Info​​​​​​​​

Particularly for commerce-driven pieces, it’s important to call out where to buy something, and what it costs. Make the editors job as easy as possible.

Brief Description of Key Ingredients/Materials​​​​​​​​

Editors want information about what sets a product apart – but again, succinctly. Highlight key ingredients and the benefits they deliver.

High-Res Imagery​​​​​​​​

Make sure to have both lifestyle imagery and flat shots for editors, and embed some in your pitch (at a low-resolution) to give them a peek of what the products look like.​​​​​​​​

Affiliate Network Info​​​​​​​​

SO crucial for product-driven brands. Without an affiliate program, most publications won’t cover a brand. Many outlets make substantial revenue through commissions earned from affiliate links, so ensure these are set up prior to pitching.

​​​With these all presented upfront to an editor, their jobs will be made easier, increasing the chance for coverage.​​​​​​​​