So far this year we have been shortlisted for three awards for our work, with Umpf PR, for LeedsBID’s Made Up Leeds event - a free two-day, all inclusive event going beyond beauty, covering make-up in all its forms for all people. We booked and looked after the talent, organised and managed the activation in seven city spaces including a Harvey Nicholls pop-up at Leeds Station and a John Lewis hair and beauty salon in The Beauty Space, a converted shipping container on Briggate, the city’s main shipping street.Read More
Whether it’s your favourite influencer, magazine or blogger, at some point in recent years you’ve probably watched a Youtube video , read an article or seen a post reviewing the beauty products that have helped shape your daily makeup routine.
Engaging with new and exciting products seen in use by the names you love and trust is an increasing trend, and although an amazing way to widen our knowledge of new and upcoming brands , have you ever stopped and wondered what happens to all of the makeup that doesn’t quite, make the cut…?
This is an issue that’s been highlighted more and more recently amongst press, PR agencies and influencers alike and having seen it covered in an article by the ever informative Diary Directory we thought it was about time we addressed the issue with you lovely lot!
In a world currently dominated by immediacy and throw away culture, the responsibility of ensuring the general public are aware of how important sustainability within the Beauty Industry is, ultimately falls to both PR Companies like us and Journalists/Influencers.
Here are a few top tips from team SLB PR on how to make sure your actions as a PR Sample provider/receiver mirror the ‘codes of conduct’ so often forgotten when competing with the daily rat race.
For PR Companies -
Keep Your Eye On The Ball
Are the samples you’re sending out current/exciting and likely to get featured and used? Or are you just sending out as many as you can , potentially losing money and causing product waste. Limit the samples you’re sending out, it’ll save you time and money in the long run!
Less IS More
We know it’s always been about standing out, and now more than ever brands are going the extra mile to catch the eye of those Influencers/Journalists, but do you really need that 20 ft balloon with your face printed on it sent out to hundreds of people ? No, no you don’t. Minimising your packaging could not be more recommended in this current environmental crisis , and it’ll help prevent your samples being sold on too.
Lay down the Law
Say it how it is. Make sure you’ve made it clear that the samples you’ve sent are not for resale. Most Influencers/Journalists respect their relationship with PR Companies and won’t want to cause an issue; they may even want to help! You could even suggest a more sustainable alternative or charity that would really appreciate the unwanted samples. There are LOADS out there.
Aside from being lovers of makeup and supporters of sustainability within the beauty industry we also sit on the board at The British Beauty Council and are loving their involvement in this conversation, it’s an important one ! Head to their website now to get learn even more about what you can do to make sure you’re following the code of conduct that’s becoming increasingly relevant.
If you’re an influencer/journalist then there are multiple ways you can also get involved, for example our dear friend Jo Jones , together with beauty journalist Sali Hughes have started an outlet for unwanted beauty samples . Beauty Banks contributes to the fight against hygiene poverty and you can even drop off your unwanted samples to our lovely clients and friends at Architect hair in Headingley; any excuse to pop in there for a good chat! Check out Beauty Banks for more info and your local drop off/donation point.
I’m sure by now, you’ve all heard of the monumental shambles that was the Fyre Festival saga. With Netflix and Hulu both releasing their own documentary about the 2017 festival disaster, it’s brought the story back to our attention and now – it’s even bigger than ever.
From the documentaries we learnt just how far down the rabbit hole Fyre Co-Founder Billy McFarland went to try and create one of the biggest social media buzzes of all time. And to an extent, he did… just maybe not quite how he would have liked it to have gone down.
But take away the cheese sandwiches, the hurricane tents and the fact that the festival never ended up happening despite people arriving on the island, it actually taught us a lot about the world of PR. No, we’re serious!
Sure, the whole event was a PR disaster which, at the heart, was created solely to promote a musician bookings app called Fyre. But they had some interesting ideas that just lacked the strategy and planning (oh, and budget).
Influencer marketing does work
Just by watching the documentary, we learnt that it all started with a few orange tiles on Instagram, simple. And I’m sure most of you saw them yourselves. The likes of Bella Hadid and Kendall Jenner were sharing them and from there – the hype began. Sure, it cost $250,000 per Instagram post for Bella, Kylie and all the other top models and influencers which is incredibly unsustainable. But it certainly did put the message out there. A simple orange tile created a buzz, people wanted to know what was going on, who was going to be there and what ‘Fyre Festival’ was actually going to be.
Communication is key
We cannot stress this one enough. If plans change, you have to let your consumers know about it. If something (like the actual music festival) is cancelled, you have to let people know! What turned this flop into a viral disaster was that nobody from the events or communications team put out any statements about what was going on. The only thing we (the rest of the world) heard was all the trouble going down from the Fyre Festival attendees who were now stranded on the island.
Don’t lose sight of your end goal
It may sound simple, but you can easily get swept away in an idea that completely loses what your original goal was. Fyre Festival was used as a marketing tool to promote and launch the celebrity booking app. However, Billy McFarland wanted to make it the biggest event ever. They originally obtained an island previously owned by Pablo Escobar, they hired models, promised villas, ‘created’ their own form of digital currency wristbands and promised huge headliners in the efforts of making it the biggest festival ever. The damage created was permanent and the Fyre app became irrelevant. Even Co-Founder Ja Rule claims he was scammed by McFarland in his efforts to create a hype. But not all hype is good hype – remember that.
If you’re publishing a promotional video that looks like the most incredible time/place/event on earth, you need to make sure that you’re delivering the goods. McFarland lost the use of the island formerly owned by Pablo Escobar because he mentioned it in his promo video – something he was told he was not allowed to do. But rather than letting attendees know that the island was changing because of this, they pitched a new location as it’s own ‘private island’ to pretend it was a similar venture. Villas were promised and attendees were left with slumming it in hurricane relief tents. Make sure your message matches the delivery – that is the key to success. If you over hype, you will only ever leave people feeling disappointed as it’s near to impossible to match the fictional buzz created.
An integral strategy is key to any big campaign
If the documentary taught us anything, it’s that you can’t just ‘wing it’ when it comes to a big campaign. You need to have your costs, plans, schedules and resources (to name just a few things) all mapped out and detailed with military precision. Too many things changed in the Fyre Festival’s plan with pure chaos, no organisation and very little communication with the attendees. Whatever you do – please don’t be a Fyre Festival… learn from their mistakes.