In the beauty industry, where inboxes overflow with press releases and product launches, making your story pitch stand out can feel impossible. With journalists receiving hundreds of emails daily, especially from beauty brands, the challenge is not just to be noticed, but to be remembered. Here’s how to cut through the noise and leverage AI, creativity, creative mailers, and trendjacking to ensure your next pitch gets the attention it deserves.
Harnessing AI for Hyper-Targeted Pitches
Love it or loathe it, artificial intelligence is here to stay: and it’s making PR pitches smarter and more relevant. Modern PR teams use AI tools to analyse journalists’ past articles, social media activity, and even their preferred writing style. This enables you to match the right story to the right journalist, minimising irrelevant pitches and showing that you value their time. AI can also help tailor your email introductions, determining whether a journalist prefers data-driven stories or personal anecdotes, and even the optimal length and tone for your message. Each campaign teaches the AI more about what works, allowing you to refine your outreach continuously. However, you should be wary of using AI without editing – consider that other PRs may be using AI to tailor pitches to the same journalist, so the chances are they may receive the same ‘personalised’ email multiple times, which will feel anything but. Don’t take the first suggestion at a referenced feature or a mentioned interest; do your research but use AI as a guide.
Personalisation is Non-Negotiable
Generic, mass-sent emails rarely engage. True personalisation goes beyond using a journalist’s name, it means referencing their recent work, acknowledging their beat, and explaining why your story matters to their audience. For example, if a journalist recently covered eco-friendly packaging, highlight how your new beauty product tackles sustainability in a fresh way. Mentioning relevant trends or upcoming seasonal angles, such as holiday gift guides, can also help your pitch land at just the right moment. As mentioned above, relying on AI to do this accurately is risky, as other PRs may be doing the same.
Will AI lead to better relationships between PRs & journalists?
Creative Pitches and the Power of Storytelling
A creative pitch is more than a clever subject line (though that helps, so keep it short and compelling). It’s about offering a unique angle that stands out from the competition. Instead of simply announcing a product launch, tell a story: why does your product matter now? What problem does it solve? How is it different from what’s already out there? For instance, launching a new serum isn’t newsworthy on its own, but launching one developed in collaboration with dermatologists to address a trending skin concern is.
Innovative Mailers: Make an Impression
Physical PR packages, or mailers, remain a powerful tool in beauty PR. The most memorable mailers are those that align with your brand’s identity and offer a personal touch. Consider packaging that doubles as a keepsake, or including personalised notes or photos of your team. Always ensure the contents are clearly labeled and include instructions for use, making it easy for recipients to engage with the products.
Read our guide to the creative mailer, and read more about how we use them for our clients here.
Trendjacking: Riding the Wave of What’s Hot
Trendjacking, capitalising on current trends to insert your brand into the conversation, is an effective way to boost visibility. In beauty PR, this could mean aligning your pitch with viral TikTok skincare routines, new ingredient crazes, or broader cultural conversations like sustainability or inclusivity. The key is speed and relevance: join the trend while it’s still gaining momentum, and ensure your angle adds genuine value rather than simply piggybacking on the buzz. For example, if “skin cycling” is trending, pitch your dermatologist as an expert source or highlight how your product fits into the routine.
Timing and Follow-Through
Even the most creative pitch can flop if it lands at the wrong time. Avoid Mondays, when inboxes are chaotic, and Fridays, when journalists are winding down for the week. Aim for midweek mornings, and always include a clear call to action, whether it’s an interview opportunity, event invitation, or product sample request.
Recap! Here’s What To Remember
- Leverage AI to personalise and target pitches with precision, but do your own research too.
- Personalise every outreach by referencing recent work and offering relevant angles.
- Tell a compelling story that goes beyond product features to highlight unique value.
- Invest in creative, on-brand mailers that make a lasting impression.
- Trendjack smartly by connecting your pitch to timely topics and viral trends.
- Time your pitches strategically and always include a clear, actionable next step.
WORK WITH FLIPSIDE PR
In a world of information overload, standing out isn’t about shouting louder, it’s about being smarter, more relevant, and more memorable. By combining technology, creativity, and genuine human connection, your beauty PR pitch can rise above the noise. Need expert help? That’s what we’re here for. Our traditional print & digital PR expertise are ever-evolving to suit the digital landscape, and we’d love to work with you to bring your brand stories to life.