With the festive season about to kick off any second now, and the January issues of glossy publications hitting the shelves within the next few days; we all need to prepare ourselves for the barrage of ‘shape up for 2014’ tips, products, programmes and recipes that we will be bombarded with over the coming weeks.
The majority of us are yet to let a single calorific canapé pass our lips however, the diet industry is already in overdrive with a variety of products promising to help us achieve our dream figure in 2014.
We all know that weight loss is big business for many brands, however, at this time of year, in particular, it also provides health and beauty PR’s with countless opportunities to catapult their clients into the spotlight and achieve widespread coverage across multiple media platforms.
With so many companies in contention, it can be tricky to ensure that your brand catches the media’s eye amongst a sea of ‘New Year, New You’ titled press releases. Companies within the industry need to ensure that they are thinking outside the box and providing the press with new and exciting ways in which to shed the lbs. once the festive fun has drawn to a close.
How do you ensure that your product/service stands out from the crowd?
For many brands and their PR teams, this will involve putting a fresh spin on a tried and tested method for quick, convenient and sustainable weight loss.
For nationwide diet food delivery service Balance Box, this has meant building on the success of their January 2013 launch programme and giving it a 2014 twist by throwing over 60 new recipes into the mix to create the original Sensational Slim programme. Despite the fact that the whole media industry goes diet crazy throughout December and January companies are still competing for limited space within relevant features, so unless your product has a unique edge then it is in danger of being left out of the final edits.
Most importantly, however, products have really got to deliver if they are going to succeed, as health and beauty journalists will be inundated with offers of complementary trials. Whilst strong relationships between PR’s and their press contacts will guarantee you a place on the trialling list and ensure your samples are in the right hands, only those products who live up to their promises of helping you to ‘drop a dress size’ and ‘feel fantastic both inside and out’ will win the real battle this January.
Last week Kate Middleton hit the headlines again. Not with Royal visit news and not with pregnancy rumours but for a haircut. Whilst the Duchess’s re-style was nothing particularly drastic (the addition of a heavy side-swept fringe), her ‘new-do’ covered inches of magazine, newspaper and website space. As a result, her new choice of bangs is the perfect opportunity for beauty PRs to promote their own products and services for the thousands of copy-Kates wanting an easy way to achieve her new look.
It is estimated that Kate Middleton is worth £16bn to the UK fashion industry. Not only does she have a direct impact on the fashion companies whose clothes she wears, (Whistles, Reiss, Alice Temperley and so on…) the ‘Kate Effect’ also impacts those companies who sell items of clothing similar to what she wears.
This is obviously facilitated by online social media and technological developments. Twitter ensures that we know what Kate is wearing as soon as she is wearing it. It is therefore important that Digital PRs for fashion and beauty brands are vigilant of what Kate wears and when. Furthermore, since the announcement of her engagement to Prince William back in November 2010, What Kate Wore has been the source of all of Kate’s public wardrobe choices, with links to buy each of the items. Most of these items sell out in hours, allowing for copy-Kate versions from more affordable retailers to thrive.
Moreover, it is not only the fashion world feeling Kate’s influence, but that of the beauty world as well. Kate’s fuller eyebrows have sparked a trend for £5,000 eyebrow implants and eyebrow thickening gel. One Harley Street clinic spoke out about the rise in patients wanting to undergo implant surgery. Eyebrow cosmetic products are up 600% as women rush to recreate the Duchess’s full bushy brow. It is important that for the world of Beauty PR to react to this consumer trend and anticipate the Kate-trends to maximise exposure for their clients.
PHA responded to the Duchess’s ‘new do’ with a press release promoting a new volumising product, which saw excellent cut through. With the majority of the media focused on Kate, it’s important to react and pre-empt this to ensure that your client’s products/services are associated and promoted in association with the nation’s most treasured icon.