Two Views: The business implications of a beauty brand story

By Deanna Utroske contact

- Last updated on GMT

expert opinion column Two Views business impact of beauty brand story
This installment of Two Views features experts in PR and beauty brand building on the value of story in today’s cosmetics and personal care market.  Stephanie Scott, CEO at First and Last PR, and Laureen Schroeder of Bespoke Beauty Partners explain how a simple narrative translates into media attention and revenue.

Laureen Schroeder is the owner and principal consultant of Bespoke Beauty Partners, a health, beauty and wellness firm that focuses on custom solutions for brand and business building. Her succinct and savvy insights into the value of story alongside the remarks of Stephanie Scott, CEO at First and Last PR, who works with beauty clients both large and small on traditional and digital marketing campaigns, neatly explain why a well-crafted and well-implemented beauty brand story can boost a product or company from plain to fame.

Stephanie Scott, CEO & Communicator-in-Chief, First and Last PR

“Every brand has a story to tell and how you tell your story can have a huge impact on your brand’s growth and overall business.

“Word of mouth via social media and consumer reviews is stronger than ever so it’s important for consumers to be able to relate to the products that they are connecting with. Whether in a press release or placed on social media, your brand story is your ​owned opportunity to connect with your consumers on a personal level so they can further fall in love with the products and turn into true brand fans.

“We encourage our clients to share what makes them different, special and unique in an authentic way that is relatable and inspiring to the consumer. You’ve created a great product, now it’s up to you to tell the world why and how. Telling your brand story helps to show off your category expertise and gives consumers a way to connect with your brand on a deep and genuine level.”

Laureen Schroeder, Owner and Principal Consultant of Bespoke Beauty Partners

“The beauty brand story can make or break a beauty brand in today’s dynamic and ever changing competitive market.  Beauty consumers are now more demanding of their brands and are using digital tools to learn about, articulate, and fulfil their needs. To break through the clutter and earn the respect and repeat purchases and conversations of these beauty consumers – a beauty brand must communicate its brand story in an authentic voice and cover three key areas:

1. Founder/Company story – This part of the story builds on the basic brand because it is about creation and authenticity of what the brand stands for and who the brand is and will be in the future. Consumers want to relate and connect with their beauty brands and often it is the human who created it that provides the reason to believe.

2. Ingredient story – An ingredient can be sexy, new, innovative, or ancient – but it must attract and romance the beauty consumer.  It must deliver.

3. Benefit story – All beauty consumers want multiple benefits from their beauty products. Full stop. This could be part of what the beauty brand delivers or how it gets delivered. 

“The complete brand story guides all communications of the brand and should provide vision for a long-term strategy of the brand.  It is the brand essence.”

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