CD Buzz Video

Beauty brands can do more with media

01-Aug-2018 - Last updated on 28-Sep-2021 at 12:41 GMT

Stephanie Scott founded First and Last PR six-and-a-half years ago and has seen the cosmetics and personal care industry as well as all things media change substantially in that time. Here, in conversation with Cosmetics Design, she discusses how it was, how it is, and what’s missing from many beauty brands’ media plans.

CEO and Communicator In Chief Stephanie Scott works with beauty and wellness brands of every size. One of her current clients is a beauty brand based in Brazil that’s launching in the US marketplace. It’s a project that has her team acting as a sort of cultural liaison; and as she describes it, the learnings go both ways.

First and Last PR has a distinctive perspective on the industry, not only from helping Latin American brands advance their businesses into the global market but also from teaming up with startups and brands owned by multinational beauty corporations to translate their businesses into meaningful media and communicate effectively with consumers living in the digital world (consumers that are enthusiastic for engagement both on-screen and in-store).

In today’s beauty market, “the new spokesperson for the brand is the brand itself,” says Scott. And she believes that “social media managers should be in the labs,” filming and sharing the work of cosmetic chemists with curious consumers. Watch the full video interview to find out more.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.