Ways to Use Influencers and Public Relations to Grow Your Small Beauty Brand

Riley Chapman
4 days ago
2 min read

Authored by: Riley Chapman, CIAG Marketing, Social Media, and Public Relations Inten

In every industry, small businesses must find ways to compete with large companies. This is especially prevalent in the beauty industry, where small businesses often try to compete with brands that are sold in retailers such as Sephora and Ulta. Lacking comparable financial resources to their larger competitors, small beauty brands must find new and unique ways to market their businesses.

One way to do this is through the use of influencers and other public relations PR tactics. While large beauty brands utilize this strategy, small businesses have an opportunity to use influencers in a unique way. Macroinfluencers, who frequently have multiple brand partnerships, may have less of a true influencing power than microinfluencers, who may have only a few promotional deals. These microinfluencers may also be local and have more of a perceived connection with their audience. Microinfluencers are more likely to work with small businesses to help promote their brands due to lower pricing and fewer barriers to partnership formation. Small beauty creators often have lower rates as well, making them more accessible to small businesses.

Working with these influencers can come in many forms. One of the best ways to reach out to microinfluencers is to send a PR package. PR packages can be uniquely curated to

showcase your business, which can translate to social media impressions. PR packages can include many different things. PR packages often include new products, plus branded gifts from the company. Businesses can also make these microinfluencers a pat of their campaigns. These campaigns do not need to have a large budget. These campaigns can be stictly social media based or can involve a few in person details.

Small businesses can also utilize in-person events to help expand their reach. For example, pop-up events are a way to find new customer bases in unfamiliar sources. This can include tents at fairs and famers markets, as well as longer term pop-up stores. These can be curated to showcase the brand and make it feel more personal to consumers. An example of a pop-up store would be Glossier’s stores. Glossier originally launched as an online beauty store, with pop-up stores across the nation. Now, Glossier is sold in Sephora and has permanent stores in many cities.

In conclusion, there are many ways that small businesses can work to compete with larger beauty brands. Finding a customer base that is supportive to your small businesses’ endeavors is vital to success and can feel like a daunting task. However, in the age of social media it is easier than ever to help your small beauty business grow. Once you find a strategy that works for you, you will be closer than ever to helping your business get off the ground.

References:

https://www.agilitypr.com/pr-news/public-relations/the-beauty-of-pr-how-small-brands-in-the-beauty- industy-can-shine-in-a-crowded-market/

https://kmrcommunications.com/what-is-beauty-pr/ https://prowly.com/magazine/beauty-pr/

References