When I first got a taste for beauty PR back in the nineties, launches were lavish, beauty editors were treated like spoilt princesses and client budgets extended to the last minute detail. Well. Times have changed… to an extent.
Now let me introduce you to “The beauty editors” a private club, a separate breed to other mainstream media. Usually the most envied position on the editorial team, a beauty editor is coveted for “swanning off to launches”, or being wined and dined and for receiving anything between 10 to 20 product releases every day, each more creatively packaged than the last, in an attempt to take prime place in their toppling in-trays.
They are a talented crew, always finding a new spin on how to improve our looks, and preserving youthful complexions. They have an enormous appreciation for all things beautiful and aesthetic, with a sharp eye on the finer details, noticing an imaginative place setting or an unusual flower that depicts a product’s unique ingredient.
Treatment of the beauty media requires kid gloves. They are of a sensitive nature (many being Pisceans!) and like to be treated accordingly. They need to be able to trust you, they need you to talk their talk, enjoy their tastes – think lite food, champagne and pampering gifts – and be there efficiently whenever they need you. These basic needs being met, they will reward you with loyalty, friendship and a vast knowledge on the best lip gloss available. It takes many years to develop these relationships, as they have to be nurtured, loved and genuinely enjoyed to afford lasting benefit.
Worth noting is that “the beauty editors” are all really “nice” and they all “get on”. The bitchiness and back-stabbing thatis so often associated with the fashion industry is frowned upon, as it is the preservation of keeping life beautiful in every sense of the word that must prevail.
Now let me introduce you to “The beauty editors” a private club, a separate breed to other mainstream media. Usually the most envied position on the editorial team, a beauty editor is coveted for “swanning off to launches”, or being wined and dined and for receiving anything between 10 to 20 product releases every day, each more creatively packaged than the last, in an attempt to take prime place in their toppling in-trays.
They are a talented crew, always finding a new spin on how to improve our looks, and preserving youthful complexions. They have an enormous appreciation for all things beautiful and aesthetic, with a sharp eye on the finer details, noticing an imaginative place setting or an unusual flower that depicts a product’s unique ingredient.
Treatment of the beauty media requires kid gloves. They are of a sensitive nature (many being Pisceans!) and like to be treated accordingly. They need to be able to trust you, they need you to talk their talk, enjoy their tastes – think lite food, champagne and pampering gifts – and be there efficiently whenever they need you. These basic needs being met, they will reward you with loyalty, friendship and a vast knowledge on the best lip gloss available. It takes many years to develop these relationships, as they have to be nurtured, loved and genuinely enjoyed to afford lasting benefit.
Worth noting is that “the beauty editors” are all really “nice” and they all “get on”. The bitchiness and back-stabbing thatis so often associated with the fashion industry is frowned upon, as it is the preservation of keeping life beautiful in every sense of the word that must prevail.
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