If you have ever watched a video of a person unboxing beauty products that they received from a brand, you have seen first-hand beauty PR. This is a category of PR that is called influencer relations. It can be incredibly effective, or if done wrong, it can hurt a brand’s reputation.
Beauty PR is packages that cosmetics companies send to influencers for them to advertise the products on their social media channels. It is a way to showcase what is new and improved in the beauty community and it only costs the company the products they send out.
When a beauty company comes out with a new product, they will send out a “PR package” to all kinds of different influencers in the hopes that they will show the products on their social media and test out the products for their fan base. The only problem with this form of promotion is that there is no contract or guarantee that the influencer will ever use the product or show it on their channel.
However, who doesn’t love free products? So for the most part, influencers will do unboxing videos, or at least use the products in a video or social media post. This is because if they don’t, most cosmetics companies will remove them from their PR list, and they will no longer receive the free products.
Beauty PR companies have to do this because if they continue to send free products to influencers who never showcase the products, it is a waste of time and products where they could be sending them to other influencers who would gladly promote the companies products.
Cosmetics companies are constantly scanning the internet to see who is talking about their products or who would be a good candidate to use as a social media influencer for them. Companies will keep updating their lists as needed so if a new influencer comes up, they will ship products out as soon as possible. PR companies also have to monitor what is being said about the influencers they are sending products to, so they can best avoid sending products to people who are currently being “canceled.”
An example of a beauty influencer that I personally love to watch would be Youtuber Madison Miller. She regularly posts videos of what PR she got that week and I love to watch all of her videos. A more recent video she posted was, “HUGE PR HAUL UNBOXING! MASSIVE AMOUNT OF FREE MAKEUP @Madison Miller”
Here are some of the products and companies she talked about in the video:
- Colourpop x Animal Crossing
- Bobbi Brown foundation
- Bobbi Brown brush
- Bobbi Brown face base
- Bobbi Brown jelly stick
- Pixi Beauty
- Fourth Ray Beauty lip mask
- Briogeo X Ulta
- Kate Somerville
Madison Miller does her PR unboxings regularly so she can keep her videos short and to the point so you can always see what is new in beauty PR. She also focuses her content on beauty, lifestyle, hair and mom content. She is a very well-rounded beauty blogger and her content is very good, making her a great candidate for beauty PR!