Beauty PR: How Relatable Beauty is the New Trend
In today’s fast-paced digital world, public relations within the beauty industry has evolved into something much more inclusive and relatable.
Don't get me wrong, digital media can still have a curated image of perfection. As we all know, all that glitters it’s not gold. However, times are changing and consumers are seeking for raw, unfiltered content.
A prime example of this shift is Vogue’s "Get Ready With Me" (GRWM) videos. These videos offer an authentic behind-the-scenes look at high-profile celebrities and industry professionals. It allows viewers to see them in a more natural, relatable setting. For example, on Vogue’s Youtube channel, they released an unfiltered beauty routine by actress Amanda Seyfried showcasing her journey with eczema.
This type of content goes hand in hand with PR tactics, serving a dual purpose. Not only is it much more relatable to watch celebrities in their everyday life, it’s also a way to market products to the average consumer. For instance, in Seyfried’s video, she presents multiple products like Lancôme ToniqueConfort Hydrating Toner or Jenette Cacao Herb Infused Soap Bar, which all can be found in the description box of the videowith direct links to the products.
A different approach would be Sol De Janeiro, a brand that strives for sustainable and healthy beauty products for your skin. For example, one of their TikTok videos posted earlier this year, introduced a 1 liter refill pouch for their body wash using 74% less plastic than a new bottle. In addition, they repost content reviews from women of all races and body shapes.
So that raises the question of, what’s next? As PR in the beauty industry continues to evolve, one thing’s clear: it's no longer just about filtered, perfectly packaged imagery. It’s about building authentic connections with consumers through relatable voices, whether it's an influencer with a small but loyal following or a brand that showcases its true diversity. Moving forward, beauty brands will need to stay flexible and continue embracing change, listening to their consumers, and connecting with them on a deeper level.
BIO: Marisol Sanchez is a senior at California State University, Northridge, pursuing a bachelor's degree in Public Relations. She aspires to build a career within the beauty or fashion industry. Outside of her academic and professional pursuits, she enjoys traveling, exploring new coffee shops, and indulging in retail therapy.