Getting your beauty products into the hands of editors who can feature your creations on their websites or in their magazines is an excellent promotional method for launching new product lines and reintroducing existing wares. You can seek out editors by hiring a public relations firm or by contacting publications independently. Develop a strategy for targeting the publications and websites that are the best fit for your product, as this will increase your chances of being featured.
Assess your budget and determine if you are able to allot funds for hiring a public relations (PR) firm. An established PR firm with a history of beauty industry clients will already have a contact list in place for submitting products for editorial consideration. While PR firms are an excellent shortcut to the editors, they are only not the only option.
Determine the major selling points of your product and its target audience and apply this information. If your product is eco-friendly, magazines focused on natural products are a better fit than a general audience publication. If your beauty line is marketed toward an over-40 market, choose publications and sites that specifically serve this demographic to increase your product's chances of catching the eye of an editor.
Observe how beauty products similar to your own are typically featured in publications. Do they show up through article mentions, are they featured in "best of" compilations with multiple products or do they receive dedicated write-ups? Retain this information for press release preparation.
Write a press release for your beauty product and compile a small press kit. Feature a brief overview of your company and a write-up on the specific product or product line in the press release. Include a full ingredient list as part of the larger press kit and provide a clear product image as well as a website address where the editor can download a high-resolution digital copy of the same image.
Visit the websites for the publications and sites you determine would best promote your product. Look for contact information for department editors. Larger publications typically have an exclusive beauty editor, while smaller outlets may have only a general editor.
Email the editor. Relay a brief overview of your product and ask the editor if you can send her a formal press release via standard mail along with a sample of your product for her consideration. If the editor's direct email address is not available, use a general contact form to request the editor's address, but do not attempt to send your product information through a third party.
Ship your sample product, press kit and press release to the editor immediately. Opt for a parcel delivery option that delivers within two to three business days and provides confirmation of delivery. This ensures that the product ends up in the hands of the beauty editor while your initial contact is still fresh in her mind.
Check your package's tracking numbers to determine the day your package reaches the editor. Five to seven days after the package arrives, send a follow-up email to the editor. Express that you hope the editor has had an opportunity to use your beauty product and relay your availability for follow-up questions or comments.