Beauty BLab - PR Playbook
Creator of Huge Lips, Skinny Hips Lip Gloss (at Scoop, Ron Robinson and b-glowing), Karen Robinovitz takes us through the trials and tribulations of creating a beauty brand from scratch.
Before I go on, note: Everything I'm blogging right now happened a while ago (at this time, the product is actually in stores, but I want to give you all the background to catch you up on how I got to today).
At this point, I was able to finish my press kit.
PR 101: Editors, writers, journalists, media types, bloggers... they get hundreds of press kits and product samples every week. When you're in their position, everyone wants you to feature their product, so they bombard you with product.
I still have 37 hand creams, 46 conditioners, 7 eye creams, 18 toners, 3 foot creams and an entire shelf of SPF and self tanner left over from the good ole days of my swag-a-licious life as a reporter.
The problem when you get so much loot? You become jaded. The more you see, the more discerning you become and the harder it is for brands to stand out. Ninety percent of the products I received went to interns, my housekeeper, friends or the cab driver on the way home from an event.
After Christian Siriano won the latest season of Project Runway, he has been absolutely everywhere, from other Bravo shows to an Amy Poehler impression on Saturday Night Live. The only thing more popular than his crazy hair has been his catchphrase: "Fierce!" Sure, Tyra Banks may have brought it to the scene on America's Next Top Model, but Christian was the one who made it work (pretend I just snapped right there).
