I had the opportunity to interview Angela Bilog, former account executive and research strategist at Lippe Taylor, about her public relations experience in the beauty, fashion and lifestyle industry. I’d like to share her insight on what to expect and how to break into this niche industry.
Here are the things I found most useful for those like myself, who are interested in beauty PR.
What it takes to break into the industry
As with many niche industries, the beauty industry is small, and it’s likely that you will encounter the same people on a regular basis. We hear a lot that “it’s all about who you know,” and that couldn’t be truer. It is important to get your face out there, wherever that might be. You can do that by doing internships, conducting informational interviews and attending industry events.
Angela suggests having as many “experiences” as possible. Even if that means interning at a well-known company with no pay for a few months, the connections, experiences, and most importantly, a well-known company name listed on our resume, can lead to many other opportunities.
The unique challenges you will encounter
As PR practitioners, we have the difficult task of presenting normal products in an extraordinary way that will get the public’s attention. In the beauty industry, it may become difficult to pitch products that people are already familiar with.
I mean how many different ways can you pitch mascara? Everyone knows what mascara is!
This can be seen as a challenge or an opportunity to use your creativity to create an exciting, new campaign.
If you are a beauty junkie like me, it would be a dream to be able to work with popular brands, be behind the scenes and see how everything works. Going to work every day researching and working with your favorite products would be a lot of fun. Of course, you can’t forget the free products that you will get to try out before they hit the market!
Location, location, location!
If you want to go into beauty PR, many of the major companies are based in NY and some are in LA. Major cities are the way to go if you want to do anything in beauty or fashion. Angela advises that New York has many opportunities, but it is also highly competitive.
Check out other industries
It’s important to brand yourself in an industry that you are interested in, and it is important to also not completely close the door on other interests. Do as many different types of internships as you can. College is the perfect time to figure out what interests you and what doesn’t. Even if it doesn’t work out, always be positive and take each opportunity as a learning experience.
Bilog suggests that if beauty and fashion is what you’re interest in, you should be fearless and pursue it. If you happen to try it out and it’s not your thing, try something else. I’d like to thank Angela for taking the time to allow me to interview her. I could not have asked for a better resource.