So you’re launching a new beauty product. Congrats! Now it’s time to plan your PR strategy. Whether you’re introducing a new skincare line, makeup product, hair care collection or fragrance, how you present your brand can make the difference between a buzzworthy launch and one that fizzles out. Here are some key PR tips to make your next beauty brand launch a splash.
Build hype with teasers and previews.
This is a no-brainer: you need to build hype for a big launch. Sharing teasers and sneak peeks builds excitement among your audience and creates a sense of exclusivity.
How to do it: Share countdowns, behind-the-scenes content and sneak peeks on your channels. Talk about the key features of the new product, but leave your audience wanting more.
Partner with influencers.
In the beauty industry, influencers are the gatekeepers of successful launches. Influencers and content creators have built trust with their followers, so their recommendations are more impactful. A well-executed influencer campaign can introduce your new product to a wider audience and build organic buzz for your launch.
How to do it: To promote your launch, partner with creators for a “first look” campaign to build excitement on social media. Whether you collaborate with micro-influencers or big-name beauty creators, make sure the campaign feels creative and true to your brand.
Gift samples to editors.
Beauty editors, journalists and influencers should be the first to get their hands on your new product. Those tastemakers will be the ones to spread your launch news and hype it up across all platforms. So prioritize those creators when building out your launch strategy.
How to do it: Before your official launch, create a fun and unique PR mailer to send to influencers and media. This will introduce them to your brand, allow them to try out the products and build a long-lasting relationship with your brand. If they love the product, they’ll mention it on social media and in organic press articles.
Host an exclusive launch event.
A launch event can create a memorable experience for beauty influencers, journalists and potential customers. It’s an opportunity to showcase your products and help guests experience your brand firsthand. A beauty event is also an opportunity for content creation, as guests will likely share their experiences on social media.
How to do it: Design a brand experience that’s tailored to your audience. For example, let’s say you’re launching a skincare product that features rose water. For an editor-only launch event, you could host an intimate dinner so journalists can demo the product and chat with your founder directly. If you want to maximize your reach, create a rose-themed brand activation to attract customers, influencers and social media tastemakers. They can get a hands-on experience with your new product and feel part of the lifestyle your brand creates.
Our final thoughts
A successful beauty brand launch is about more than just having a great product – it’s about how you present it to the world. By following these PR tips, you can create a buzzworthy launch that builds excitement for your brand. Need support with your next product launch? Tap into our expertise as an experienced beauty PR agency. Book a free consultation with Rani Public Relations today!
About Rani Public Relations
We are Rani Public Relations, a boutique PR agency for fashion, beauty, lifestyle and interior design businesses. Powered by a decade of passionate PR experience and heart-centered storytelling, we turn startups into standout national brands.
