At our beauty and fashion PR agency VLIV Communications, we not only land top-tier editorial coverage, but we also help secure celebrity PR placements.
We’ve had some amazing wins! Things like Kylie Jenner using our client’s nail polish on TikTok. Or Selena Gomez wearing our brand’s slippers in an Instagram carousel! And Sarah Hyland rocking a client’s crop top at Coachella.
A lot of beauty and fashion brands love the idea of a big star using their product. It can bring instant credibility, boost awareness massively, and be such a cool bragging point.
That said…it’s not always necessary or beneficial for all beauty and fashion brands. But when it works – it works.
So – DOES celebrity PR coverage help your brand? Yes BUT…
When a Beauty and Fashion Brand Should Use Celebrity PR Outreach
You need to maximize the placement
The aforementioned nail brand did see a rise in web traffic after the Kylie Jenner TikTok. That said, they noted that it’s actually the press coverage that drives sales and traffic. It’s just piece of the pie – the celeb look drives the story, but you need to be on affiliate program and proactively secure press coverage to see the biggest impact.
Celebrity coverage needs to make sense for your brand
Being affiliated with a celeb is a massive credibility boost. They have access to the creme de la creme of everything, and using YOUR product is bragworthy. But this isn’t for everyone – not all audiences will care. It boils down to your brand’s positioning. If you’re a clinical, doctor-fronted skincare brand? A celebrity may not make the most sense as a key opinion leader. A popular dermatologist could be the perfect fit.
The celebrity needs to make sense
Conversely, the celebrity also needs to make sense for your brand. In today’s fast-paced media cycle, celebrity truths are often uncovered that can lead them to be canceled. This can cause harm to your brand. While it can be hard to predict what stories can come out, do your due diligence in aligning with certain talent. All press is not good press!
