PR ON THE GO June 24, 2022

PR Trends In The Beauty Industry 2022

What is one new PR trend in the beauty industry?

To help you stay up-to-date with PR trends in the beauty industry, we asked PR managers and business leaders this question for their best insights. From posting live content to adopting sustainable processes and clean products, there are several new PR trends in the beauty industry that you may take advantage of to market your beauty brands more effectively.

Here are nine current PR trends in the beauty industry:

Viral Styles

Emily Reynolds Bergh, Founder of R Public Relations Firm

"Tips, TRICKS and Style trends, trends to look like a celebrity who has a viral style (Hailey Bieber, Kourtney Kardashian)= be sure to have good photos to back these up! A lot of media beauty trends are also starting on tik tok these days so get an account and see what is going on in your industry in all the social media neighborhoods!"

Posting Live Content

Caroline Lee, CocoSign

"The hottest PR trend for the beauty industry is posting live content. Make artists and hair stylists are going live on Instagram and Facebook to grab the audience's attention. Starting from queries to a styling session, they are doing a lot of stuff during live sessions. Some even keep in the Q&A session at the end of the session. Such a session has experienced high user engagement and has increased audience reach. When one used to organize an offline live demo for make-up or hair styling scope was limited. But, with online live sessions, possibilities are endless."

Offering Trial Beauty Brands With Money-Back Guarantees

Guna Kakulapati, CureSkin

"The beauty industry is now very focused on delivering customizable and effective results. Because beauty products can be so varying in their delivery, one of the biggest PR trends now is offering a trial of beauty products with money-back guarantees if the product doesn't deliver for the customer. This works across the board, from makeup to haircare to skincare. Consumers are getting much more informed about personalizing products tailored to fixing their specific issues, so this is a great opportunity to capitalize on the consumer’s need for trust in a company. This appeals to customers by making companies seem more trustworthy and reliable, because it shows that you are concerned with your product working for the customer, not just on the sell. Not only does it get more customers in the door, but it keeps customers coming back because they now have a sense of trust in the product and the business as a whole."


Gerrid Smith, Fortis Medical Billing

"Offering consumers a birthday discount or addressing them by name in emails are examples of hyper-personalization. It's all about getting the correct message out at the appropriate time. Beauty brands may increase engagement and conversion rates by identifying where a consumer is in their purchasing path and personalizing each touchpoint."

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Customers Using Apps To Test Products Before Buying

Edward Mellett, Wikijob

"AI and the virtual reality try-on experience: Customers are used to trying hair and skin care products in actual stores, thus I feel purchasing cosmetics online has always been difficult. As a result, the cosmetics sector was among the first to use Virtual and Augmented Reality technologies to aid clients in 'testing' products during their shopping experience. I suppose there are apps that allow beauty customers to 'test before they buy' by simulating the wearing of various cosmetics with unique filters. This allows customers to determine whether a product is right for them, increasing shopper engagement and decreasing return rates."

Showing Realistic Skin Looks With Actual Results

Natalia Brzezinska, PhotoAiD

"Over a very long time, beauty brands in their campaigns showed an unrealistic, perfect look of skin with not a single wrinkle, no blemishes, or skin pores. Honestly? No one looks like that, and the fact that social media is putting an increasing emphasis on authenticity has caused beauty brands to adapt as well. In fact, a growing number of them show a realistic skin look and the actual results we can achieve when using their products. It's an amazing and very transformative change. Definitely responding to customer needs."

Ads Featuring Models of Different Shapes and Sizes

David Culpepper, LifeMD

"A welcome PR trend in the beauty industry is advertising that features models of different shapes and sizes. As a healthcare professional, it has been concerning in the past to witness the idealization of very thin body shapes that would be unattainable or unhealthy for most women. I think it’s great for women of all shapes and sizes to see themselves reflected in advertising campaigns. It sends the message that you can be beautiful as you are, without drastically changing your physical shape. From a PR standpoint, it sends the message that the industry cares about its customers and their well-being."

Creation of Brand Advocates

Daniel Chen, Airgram

"One new PR trend in the beauty industry is the creation of brand advocates. Rather than simply relying on advertising to generate interest in a brand, companies are connecting with individuals who can spread the word about their products. Brand advocates are people who are particularly passionate about a specific product and can help raise awareness about it to a wider audience. They can be influential online influencers or ordinary people who share their experiences using the product with their friends and family. By working with brand advocates, companies can reach a wider audience and help increase sales of their products."

Continuous Content Creation

Maneesh Sharma, Donorbox

"The nature of PR has certainly changed over the years. One new PR trend in the beauty industry is continuously creating new content and hype around products and services to generate positive results for brands. Products are not presented in the traditional style of walking down a runaway or in showrooms, but generating excitement for products is what matters. Creating anticipation for a new product launch makes media outlets want to write about a particular brand. Some of the best ways to create fresh, new ideas for content is through social media like Instagram which can include posting visually aesthetic and “Instagramable” content, collaborating with aspiring beauty experts and Instagram influencers, analyzing and using popular hashtags in the beauty niche, telling the brand stories through various ad platforms, staying proactive and customer-centric by responding quickly and in a friendly way and offering free giveaways to potential customers."

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