At first glance, communications related to fashion, beauty or lifestyle brands seems to be generally identical. In each of these cases, we work on a product or brand we can get to know better by learning more about their history. However, in order to present a beauty brand in a reliable and effective manner, we must remember about the 3 steps that will let us directly resonate with the minds (and perhaps the hearts 😊) of the editors.
Below is an example of communications activities based on the case of The Body Shop.
RULE NO. 1 – EACH BRAND STANDS OUT FROM THE CROWD
The Body Shop does not need to be introduced to anyone. It is an original, natural and ethical beauty brand. A wide range of products includes body, face and make-up products, including vegetarian and vegan products. The Body Shop offers famous body butters, fragrant shower gels, body lotions, body scrubs, fragrance oils and face care products for all skin types, containing unique and carefully selected ingredients from all over the world.
All the bolded text above constitutes the distinguishing features of the brand.
This is on what we base the communications of the brand and its products. Not every brand cares for the fate of our planet, and The Body Shop, looking for natural ingredients to manufacture beauty products, strives to wisely use the natural resources. Moreover, it was the FIRST beauty brand to introduce fair trade principles into the industry through its own Community Trade programme. It was also the FIRST brand to introduce packaging that could be fully recycled and it is involved in many environmental protection campaigns.
RULE NO. 2 – PRODUCT TESTING
When building a communications strategy for a beauty brand, it is important to be able to get to know the product better, test it, check its consistency or fragrance. Even the highest praise of product properties fails to reflect its actual efficiency.
In order to bring the world of the brand and its products closer to the editors or influencers whose opinion we care about, we need to ensure that product seeding and the possibility to test the products is in place, e.g. during private press meetings. Below is an example of The Body Shop press meeting in our showroom at Szpitalna 8A in Warsaw.
RULE NO. 3 – DEEPEN YOUR KNOWLEDGE
Soap is used for washing and lotion for application. Such knowledge is not enough when working on a beauty brand. Knowledge of product properties, its unique ingredients and their impact on our skin is the basis required for reliable and professional communications. Read, check, test it on yourself. Do everything you can to get to know the product and to be able to talk about it.
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Author: Emilia Miksa