Storytelling lies at the heart of good PR, and when it comes to beauty and wellness, rituals lie at the heart of great brands. How can you ensure your brand is embedded in the beauty routines of your core audience? Let’s explore the topic…
What are beauty rituals?
Beauty rituals are time-honoured practices that go far beyond surface-level aesthetics. Beauty rituals have a rich history across many cultures and around the world, where the rituals serve as a bridge between self-care and deeper wellbeing, fostering mindfulness, relaxation, and holistic wellness. For instance, Asian beauty rituals such as Korean and Japanese skincare , for example, emphasise multi-step routines and natural ingredients, reflecting discipline and a respect for nature.
Unlike simple routines, rituals are imbued with intention and repetition, offering a sense of stability and comfort whatever else is changing in life. For many, a morning coffee is more than routine, it is a ritual, setting them up correctly for the day ahead. Whether it’s a weekly facial mask with a special tea or a daily cleansing sequence, the ritual itself becomes an anchor, centring the mind and body, and transforming beauty into an act of self-affirmation and care.
How can you position your brand as being part of a beauty routine?
To make your brand an integral part of consumers’ beauty rituals, it’s crucial to move beyond simply selling products. Brands must establish themselves as experts and trusted companions in their customers’ self-care journeys. There are some key ways that beauty and wellness brands can connect with their customers in this area. Firstly, publishing informative content such as skincare routines, makeup tutorials, and ingredient spotlights builds credibility and positions your brand as a go-to resource.
Fostering a sense of belonging by showcasing customer-generated content and creating online communities where users can share their experiences and tips can also help to cement brands within community routines and rituals. Many brands successfully collaborate with influencers who align with their brand’s values. Micro-influencers, in particular, offer authenticity and higher engagement, helping to embed products into real-life routines.
Finally, workshops, product launches, and masterclasses can also provide hands-on experiences. These events not only educate but also emotionally connect individuals to beauty and wellness brands.
The role of PR in beauty rituals
Public relations is the engine that amplifies a brand’s connection to beauty rituals. In the crowded beauty market, PR goes beyond traditional advertising by building authentic relationships, securing media coverage, and leveraging influencer credibility.
Effective beauty PR helps to shape brand perception by securing features in top-tier media and collaborating with respected voices. PR professionals craft emotionally resonant narratives, whether about a product’s origins, a founder’s mission, or a commitment to sustainability, that make the brand part of consumers’ personal rituals. Expertly curated virtual events, webinars, and interactive campaigns help to keep the brand top-of-mind and encourage consumers to integrate products into their routines and beauty rituals.
Digital storytelling & beauty PR: What’s trending now?
The digital landscape has revolutionised beauty PR, making authenticity, community engagement, and storytelling more critical than ever.
Key trends include:
- Influencer-Driven Content: Influencers who share their beauty rituals and routines are now central to PR strategies. Their relatability and trust with audiences make them ideal partners for demonstrating how products may fit into potential customers’ lives.
- Encourage Interaction: Brands may also encourage consumers to share their own beauty rituals online, creating a sense of ownership and belonging. This not only builds community but also provides authentic testimonials.
- Be Authentic: Consumers are increasingly drawn to brands that showcase real people and real experiences, rather than polished perfection. Campaigns that highlight diversity and body positivity resonate strongly.
- Bring Products To Life: Virtual events, live tutorials, and social media challenges invite consumers to participate, learn, and share—making the brand a living part of their beauty ritual.
- It’s All About Storytelling: The focus has shifted from product features to the stories and personalities behind them, connecting with consumers on a deeper, more emotional level.
Work with Flipside PR
We work with a host of brands who have successfully become an essential part of their customers’ beauty rituals. Do you want to do the same?
Our traditional print & digital PR expertise are ever-evolving to suit the digital landscape, and we’d love to work with you to bring your brand stories to life.
Contact Flipside PR today here.