Everything You Need To Know About: PR For Beauty Brands In Dubai

The Beauty Industry Today

The beauty industry today is massive and ever-growing. Skincare and makeup have evolved into key tools of self-care and self-expression. There are a range of brands today that offer different USPs in the market. In such a booming marketplace where there is competition between celebrity-owned brands, iconic timeless brands, and newer smaller brands, it is very easy to get lost amongst the crowd.

Beauty PR: The Lowdown

PR can aid as a great tool to stand out in such a vast niche. The right positioning can increase brand awareness and in turn drive sales by connecting your product with interested consumers. In a market like Dubai, there is no shortage of top international beauty brands, local indie brands updating their offerings periodically. When it comes to Beauty PR, there are quite a few challenges that lay ahead. From increasing consumer emphasis on ethics and sustainability to the individualized approach to beauty routines to brand loyalty, there are quite a few aspects to take into account.

Working with a Dubai Public Relations Agency can sufficiently boost your beauty brand’s chances of being heard, as well as generate brand awareness and sales. POP Communications has collaborated with numerous brands over the years and successfully increased brand awareness by securing product placements in top-tier publications. Here are a few of our lessons in beauty PR:

1. Build relationships – Building relationships with key media and influencers are a great way to lay the groundwork for potential collaborations. Be it a simple barter gifting, giveaway, or custom line of products, a product-focused feature, connecting with the right tastemakers is a great way to bolster brand awareness.
2. Get creative with gifting – Take the opportunity for gifting/product seeding to infuse some creative ways to showcase the product. Creative, visually appealing packaging can complement the product really well and reflect positively in ensuing coverage.
3. Events – Having tailor-made events with targeted lists of invitees are another great way to highlight a new product offering. Additionally, it is also a great way to foster new partnerships.
4. Influencer Marketing – Influencer marketing plays a great role in a market that is as individualized as beauty. Apart from valuable coverage, it also is a great way to generate User Generated Content (UGC) which can also enhance the brand’s social media presence. Targeting a diverse range of influencers based on skin color, undertones, and skincare concerns gives potential customers an insight of how different products might work for them and their skin.

POP SUCCESS STORIES

POP Communications worked with the online beauty platform THEKUR, which offers products specifically targeted to melanated individuals using technology and data. Over the course of 6 months, we were able to secure media and influencer coverage valued at $664,752 and a reach of 18,279,494. The secured coverage included founder interviews in top-tier publications such as Cosmo ME, Kul Al Usra, and Vogue Arabia. These results were achieved through targeted gifting and in turn building relationships with key beauty tastemakers, along with events, paid collaborations, and more.

Conclusion:

The beauty industry is one that is full of unique challenges and requirements due to the highly individualized nature of skincare/cosmetics. In such a scenario, collaborating with a Public Relations & Influencer Marketing agency and using a multipronged approach can ensure that your brand makes a mark and reaches the right consumers.