Public Relations Strategies for International Beauty

By 2024, the global beauty market is expected to grow to $750 billion, and the digital market growth of this industry has been especially strong in the last few years.

It might not be an easy industry for everyone to navigate, but with the right PR and marketing strategies, practically any beauty brand can succeed.


The first step to defining a beauty brand is understanding industry trends. In fact, companies can only start experimenting with different brand PR and marketing strategies once they have a good idea of what their own brand represents.

To do that, it’s important to start by researching the target audience and figuring out which brands are popular with that audience when it comes to various beauty products, and specifically, products that the business provides.

After conducting research, the business should define its unique selling point.

Although there are plenty of different ways to do that, one of the most effective strategies is to associate the beauty brand with a personal brand.

Personal Brand

To build more credibility for a beauty product or a line of products, companies can utilize a strong personal brand to come across as an industry expert to the consumers.

There are plenty of different examples of personal branding in the beauty industry, along the likes of Rihanna and Kylie Jenner.

Growing a personal brand means the face of the brand should be sharing their story, knowledge, challenges, and future plans of the business, communicating what inspired them to launch the beauty brand, creating content, and sharing the goals of the brand.

All of these strategies can reinforce the business owner’s leadership while making the customers feel better about making a purchase with the business at the same time.

With a well-established and positive personal brand, consumers will also feel like their purchases are happening with another person, instead of with a faceless business.

Video Content

In the last few years, video content has gotten incredibly popular, which includes video content that utilizes various beauty products.

Some videos that beauty brands might consider making are tutorials on how to use the product, footage from behind the scenes of the business, or even short clips of someone using the product.

Another way to utilize video content is to show before and after clips which are very popular in terms of promoting various beauty products because they show the impact of a product instantaneously.

Social Media

Having a consistently strong voice on social media platforms is no longer an option in terms of promotional strategies for beauty brands, as these days it’s a necessity.

Specifically for beauty brands wanting to expand internationally, there are various tactics they can use to achieve more success on social media platforms.

With social platforms like TikTok, Instagram, and YouTube being based on visual assets, it’s quite apparent to understand the reasons why consumers are buying various beauty products.

That’s because these platforms are a great avenue for beauty brands to promote themselves and their products. With these types of platforms, beauty brands can show off the precise results that consumers can get when using those products.

It’s important to respond to the audience and interact with the customers, share content frequently, and cross-promote every social channel the business is using to get more success out of its social media promotional campaigns.

As Co-CEO at 5W Public RelationsDara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.