Indie Beauty Expo leverages PR to grow the show and exhibiting cosmetics and personal care brands

By Deanna Utroske

- Last updated on GMT

Indie Beauty Expo leverages PR to grow the show and exhibiting cosmetics and personal care brands

Related tags Public relations Ibe

The event first appeared on the scene in New York City in 2015 and has been growing in size, scope, and significance ever since. Just off their first Texas show, the IBE founders have signed on with a renowned full-service agency to ensure the event and its partnering brands get the attention they deserve.

Like its new client, 5WPR is of the indie ilk. The company launched in 2003, is independently owned, and develops campaigns that bridge conventional and digital media for brands, companies, and organizations of every sort and size. 5WPR counts Sparkling ICE, Welch's, Walgreens, Unilever, and now the Indie Beauty Expo among its clients.

In no uncertain terms, “5WPR will execute a comprehensive public relations program designed to position IBE as an innovator in the beauty, wellness, lifestyle and business categories, and create awareness and buzz for its partner brands,” ​according to the press release announcing the new partnership.

“5WPR is thrilled to be working with this innovative and results-driven company," ​Ronn Torossian,CEO of 5W Public Relations, tells the press.

He goes on to say that “as attendees to previous IBE events, we have always been impressed with the quality of the show and professionalism of the team behind it. We are looking forward to building on this great established base and partaking in IBE's continued growth by further elevating their brand visibility, unique exhibitors and expertise with professional, consumer and business-focused media."

Media matters

The Indie Beauty Expo has valued the insights of beauty bloggers, consumer media, and trade publications from the start. As the show has matured over the course of its New York City, LA, and now Dallas, Texas, editions it has welcomed the press during a full day designated as Trade Indie (where retail buyers are also on hand to meet with the exhibiting brands).

“From day one, we recognized the vital need to obtain consistent and high-quality press and media coverage for IBE and, more importantly, for our exhibiting brands,” ​IBE co-founder Jillian Wright, says in the release. “This area has always been strategically significant to our business and it is one where we never want to take any chances. With 5W Public Relations, we believe we are in very capable hands.”

“IBE has grown at an astonishing pace and we plan to continue to expand our platform to provide even greater support to indie brands and the entrepreneurs behind them,” ​remarks Nader Naeymi-Rad, co-founder of IBE. “As we grow, we need partners who have the experience, expertise and capabilities to help us scale,” ​he says, adding that “5W Public Relations has these.”

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