Three Simple Mistakes to Avoid in Beauty Marketing

To create a strong digital marketing strategy for your beauty brand, every piece of the puzzle needs to be strong individually. This means knowing and avoiding the most common and most damaging mistakes that get made in each element of digital marketing.

It’s a delicate balancing act, but it’s important to get it right. Smaller brands, in particular, can’t afford to make mistakes when competing against industry giants. That’s where we come in.

At Foundation, we know what makes a successful beauty marketing strategy. Here, we’ll explain the three most common mistakes that get made in SEO, content, PR, and PPC, and what those mistakes could cost your business.

The Top Mistakes to Avoid in SEO Marketing

1. Neglecting Mobile

For most brands, mobile searches account for more than half of their site traffic, so you need to be sure you’re optimising for mobile as much as, if not more than, desktop.

This is incredibly important from a user experience perspective, but it’s also important in terms of SERP rankings. Google and other search engines are able to recognise whether a site is mobile-friendly, so your site will be penalised if it isn’t. 

The same goes for slow-loading pages, which are a common fault among neglected mobile sites. As with desktop sites, the more attention and TLC you give your mobile site, the more of an effect you’ll see.

2. Keyword Cannibalisation

It can be tempting to create multiple pages and blogs for one topic, cramming as many keywords as possible into each one. But quantity does not equal quality. 

You might actually be causing more damage to your site by doing this, as search engines can get confused by keyword stuffing. Make sure that each page on your site has a particular keyword focus to avoid cannibalisation. 

For example, if you’ve got a site page dedicated to an ingredient like niacinamide, avoid answering too many niacinamide-based questions on other pages, such as product pages where niacinamide is an ingredient. 

We know it’s tempting and seems like you could cover more content ground, but you’re better off instead linking to your niacinamide page. This lowers your risk of cannibalisation but also helps with internal linking and creates an opportunity to improve your click-through rate.

If your website has been around for a while, make sure to review it for existing copy on a topic before writing new or you could end up competing with yourself for valuable real estate on Google results pages.

3. Being Impatient

Patience is key when working in SEO. You’re unlikely to ever see drastic overnight changes in your rankings when you implement a new piece of content. Instead, set realistic expectations and examples with the help of a specialist team

When it comes to a proper SEO strategy, it can take a little while to see results. That’s why people tend to lose motivation, but it’s important to persist to reap the real rewards. 

If you are looking for instant results, you may like to consider paid advertising. However, be aware that PPC traffic tends to end up costing more than organic in the long-run.

Things to Avoid in Content Marketing

1. Skipping Meta Content

Meta descriptions, title tags, and alternative text to images are all vital, both for reader accessibility, helping click through rates and improve rankings on SERPs. 

While meta descriptions aren’t as vital for rankings as they once were, meta descriptions help with engagement, bounce rate and click through rates, which Google does consider an important part of its ranking criteria. Ensure that your meta content is within the character count, explains the page content for relevancy and has a call to action to entice a click. Don’t underestimate the bits of content that don’t necessarily get seen!

2. The Wrong Type of Content

There’s no point in creating content for the sake of ranking. After all, there is little benefit to ranking for an irrelevant topic that doesn’t link directly back to your brand. Of course, it’s good to rank, but if it isn’t relevant to your audience, it won’t perform well. 

This is because you’re unlikely to be seen as an authoritative voice on the topic, both by your audience and by Google’s EEAT guidelines, meaning your post is likely to be penalised in SERPs.

It’s easy, for example, to want to rank for makeup terms if you’re running a skincare brand. But, if your audience is searching for makeup terms, will they find what they need in the bulk of your site? If the answer is no, reconsider whether you should be writing about it.

3. Being Inconsistent

An inconsistent pace of uploading makes your brand look like it’s lacking structure. Blog posts should be uploaded at equal intervals, and newsletters published regularly and with a consistent layout. Planning out and then uploading content at regular intervals improves the trustworthiness of your brand.

You can also stay relevant by upcycling old blog content so your previous posts don’t show up as outdated. Updating your audience regularly on the latest news is also a great way to re-engage with your audience and create a thriving back-and-forth conversation; link your social media to your website where possible to encourage that sense of regular community. 

Consider embedding an Instagram feed of tagged images on your site home page, showcasing skincare before-and-afters and product demonstrations – it’s important to make all content on the site as relevant and recent as possible.

Common Mistakes in PR Beauty Marketing

1. Rushing a Story

It’s easy to be over-eager with a PR campaign and try to push the word out before the rest of your operations are ready for it. If you do this, the inconsistencies could reflect badly on your brand, and in extreme cases you could end up in hot water for incorrect advertising.

Make sure everything is in line before sending out a press release or contacting journalists. Spend time developing your brand internally first, so that when you start embracing the public you know exactly who and what you’re representing in your PR.

Read more: The Dos and Don’ts of Digital PR: Beauty and Wellness Edition

2. Only Targeting Big Media

It’s great to aim for big-name publications when you’re sending out your press releases, but it’s important to build up to them through smaller publishers. The big names aren’t going to validate your brand if you haven’t proven yourself yet to indie publishers, so it’s best to start small.

Instead of aiming straight for Cosmo and Vogue, consider presenting your story for publications like Polychrome and BUST magazine.

While high DR sites are important, the number of referring domains are too. A healthy mix of DRs and links from a variety of different sites is best.

3. Lack of Personalisation

Personalisation goes a long way when journalists receive so many regular requests. Generalising the reader can come across as clinical, and when journalists receive dozens, or even hundreds of emails in a day, yours needs to stand out.

Something as simple as using the recipient’s name at the start of the email, or having a more casual tone throughout, can set you apart.

What to Avoid in PPC

1. Only Targeting New Audiences

It’s great to try to spread the word about your brand and bring in new customers, but remember to give some love to your returning customers, too. This might be people who have bought from you before or people who have searched your brand’s name previously.

In fact, some of the best people to target are those who have visited your site before but have not completed their order at checkout. These customers already have your brand at the forefront of their minds, so a little extra push from your PPC team could well be enough to get them to convert.

2. Always Aiming to Outbid Your Competitors

Of course everyone wants their brand to rank in the top position on SERPs, but this position is elusive and hard to achieve. While we’ll always aim to outrank your competitors, its unrealistic to expect to always outbid them, particularly for some of the top non-branded terms. 

Focusing on improving search impression share will actually be more impactful for your PPC strategy. The greater impression share you have, the more chances you have of getting the click.

3. Not Using Negative Keywords

Google negative keywords is a great way to fine-tune your audience. Essentially, it allows you to veto your brand appearing for certain search terms. For example, if you’re advertising a facemask product, you could enter words like ‘surgical’ and ‘Covid-19’ into your Google negative keywords to stop your page appearing for the wrong type of face mask.

This is an easy and effective way of finessing the context in which your brand is seen, giving you better control over your brand’s image and it stops wasting budget.

Working with Experts at Foundation

Your best option for a seamless, all-around campaign that doesn’t fall into any of the traps above is to employ a specialised digital marketing agency, like us at Foundation.We can work with you to create a digital strategy that complements your brand and integrates your KPIs. Get in touch with us today to find out how.


Half the population will face a cancer diagnosis in their lifetime, and right now the 28 billion pound beauty industry isn’t catering for them

When I was first diagnosed with aggressive Stage 3 Head & Neck cancer, in November 2021, my beauty and skincare regime wasn’t at the forefront of my mind. Despite being a beauty-obsessed Social Media Manager, I didn’t care how I looked – I just wanted to survive.

However, as I found myself spending more time in the clinical four walls of a hospital ward and as more circumstances spiralled out of my control, I found solace in the comforting ritual of my self-care routine.

Following an extremely invasive surgery on my neck, face and stomach– to remove the tumour and lymph nodes, a generous slather of my favourite Vaseline balm on my lips and a heap of cooling moisturiser on my cheeks and forehead, offered a moment of escape from my hospital bed.

With my skincare ritual featuring my favourite beauty shelf products I was grateful for the freedom I had to maintain some control over my life – however, when I started the next stage of my treatment plan, I discovered this isn’t always the case when you’re a cancer patient.

The Situation…

Chemotherapy drugs and radiation therapies cause severe changes to the skin, hair, and nails. When undergoing cancer treatment, every single product – from toothpaste and the toothbrush you use, to soap, moisturisers, shampoos, deodorants, and hairbrushes – requires a new, gentle approach. This means that cancer patients often must sacrifice their favourite beauty products, because they’re just not suitable anymore.

At Foundation, we have seen a rise in brands competing for ‘cancer-friendly skincare’ and similar terms, including a 350% increase YoY for ‘best skin care products for chemo patients’.

It’s not just beauty products either. From my experience, people going through cancer are, on the whole, overlooked by the mainstream beauty industry. Beauty therapists just aren’t equipped to help those affected by cancer and salons and spas aren’t willing to venture into what they see as the unknown. Despite the fact beauty treatments can massively boost a sense of wellbeing for patients, Vogue reported that “97% of UK spas refuse to treat patients with cancer” due to lack of knowledge and fear of liability.

The market: how brands and organisations are providing hope and new solutions

The C-List is the first ever beauty platform created for people experiencing cancer. It’s the one-stop-shop filled with trusted and recommended beauty products that are gentler on skin. It offers everything from make-up and skincare to hair and nails, plus toiletries, home fragrance and bath and body. The beautiful thing about the C-List is you’ll find some world-renowned brands like Elizabeth Arden and (my personal favourite) La Roche Posay, as well as smaller (but equally amazing) brands such as Lola’s Lashes and Marie Reynolds.

Lisa Potter-Dixon, co-founder of the C-List says, “a lot of brands were petrified to get involved to begin with. Brands have a lot of hoops to jump through when it comes to sustainability, science, and being vegan or cruelty free. Cancer isn’t at the forefront of their minds, which is what we’re hoping to change”.

Making moves in the spa industry is industry leader, Sue Harmsworth MBE – founder of ESPA, who in 2020, launched SATCC (Standards Authority for Training and Cancer Care). The initiative sets out to bring together everyone working towards making the spa industry more accessible for anyone living with, being treated for, or recovering from cancer.

The SATCC says – “With one in two people expected to experience some form of cancer in their lifetime, providing safe and inclusive spa treatments to those suffering with the disease is a more pressing requirement than ever. Recent changes in medical thinking and pioneering initiatives mean that treatments including massages and facials can now be approached without previous concerns to provide welcome benefits to clients, with the correct level of training for therapists.”


At Foundation, we recognise that brands have the opportunity to use their marketing to speak to this substantial market effectively.

Brands have the opportunity to do better:

Raise awareness of products that are already suitable for cancer patients. Do the research, find out if your current products are suitable, check with the specialists, and then make it obvious. This will make cancer patients feel seen and catered for. We’re too pre-occupied to search for products that are suitable, so do the leg work for us.

Include us in your marketing to make us feel included and valued as customers, 365 days a year, not just when there’s a national awareness day. Making your audience feel seen will win you favourability over your competitors.

Cancer skin isn’t talked about online, on YouTube, Instagram, or even TikTok. It’s not even spoken about in the real world. For someone who is newly diagnosed, with little resources in the first place, they’ll turn to Google. But Google ‘cancer skin’ or ‘cancer-friendly skincare’ and you’ll wonder the same question I’ve asked myself – where’s the skincare content for cancer patients, compared to the countless articles that’d come up if I searched for ‘how to get rid of blackheads’ or ‘best vitamin C serum’?

Moving forward

We know this requires a collaborative effort between oncologists, GPs and the beauty industry, however, our take is that the responsibility also lies with brands, as they should prioritise creating a cancer-inclusive offering, so no client or customer gets turned away.

How can we help?

At Foundation, our team of content writers can identify the top searched for keywords and phrases and help create content that both serves you as a brand but also provides relevant, insightful content for patients looking for more information and support.

For more information, please get in touch.


The Advantages of Working with Specialist Marketing Agencies

In the ever-evolving landscape of the beauty industry, standing out requires more than just exceptional products – it needs a strategic and targeted approach to marketing. As your beauty brand strives for prominence and connection with consumers, partnering with a specialised marketing agency is the best way to get started.

When it comes to choosing between specialist vs general marketing agencies, you’ll find several benefits with the former. So, what are these benefits, and how can you best utilise them for your business and brand?

Why Work with a Specialist Marketing Agency?

Specialist Knowledge

Perhaps the most obvious benefit to partnering with a specialist marketing agency is that they’ll have specialist knowledge about your industry. As specialists in the beauty industry, for example, we at Foundation have a nuanced understanding of market trends and consumer behaviour, as well as up-to-date knowledge of your competitors.

By working with a specialist marketing agency, you can reap the rewards of this knowledge and passion, and rest assured knowing you’ll be working with experts in your business’s specialist field day in and day out.

Access to Specialist Tools

If an agency specialises in a particular industry, they’ll have more budget to spend on specialist tools for that industry. This is due to less time and money being spent on trying out multiple tools for trial and error – they know what tools work best, and how to use them.

A specialist agency will use specialist tools to stay in the know about the niche details of your field, allowing them to track beauty-related terms and trends, see some of these platforms below. The teams working on your account will have the contextual knowledge, and access to specific software, and platforms to improve your online presence.

Adaptability to Trends

By working in the same industry as you, tailored agencies will be much more tuned in to the news and trends your industry witnesses. Whether it’s a new social media platform, or an untapped trend in content marketing, these kinds of agencies are likely to know about it first.

We, for example, understand the fast-paced nature of the beauty industry, so we recognise the need to adapt and evolve with changing trends at a fast speed. We stay well-equipped to be ahead of the curve by continuously monitoring industry changes, whether that’s your competitors’ websites or troublesome algorithms, with tools such as:

  • Spate NYC
  • WGSN
  • British Beauty Council
  • Being members of CEW (Cosmetic Executive Women)
  • GWI (Global Web Index), focusing solely on beauty and wellness audiences

…to name just a few!

Familiarity with Best Practices

As people who work exclusively within one industry, your specialist agency will be fully up to speed on what works best within that space. From approaching your marketing strategy, to knowledge around what may resonates best with your audience, a specialised agency will undoubtedly have a leg-up over a more generalised one.

Here at Foundation, we live and breathe the beauty and wellness consumer, how different demographic from ages to occupation, impacts how they discover new brands, search for new products and the levels of research they put into choosing a product online before buying.

This deep level of understanding your consumer will not only help you streamline your digital strategy, but it’ll help you and your business evolve with the industry and perform with relevancy.

Regulation Adherence

A specialised agency will be completely in the loop about the laws and regulations of your specific industry. This makes communication easier between you and your marketing agency – you won’t need to explain your way through certain opportunities and limitations because of industry regulations. In fact, it’s entirely the opposite – your agency should be able to help you spot them.

You can see just how much we know about regulations in the industry in our blog post, ‘Navigating Marketing Regulations in the Beauty Industry’.

Strong Track Record

To be a trusted specialist marketing agency, you need to have the results to prove you know what you’re doing. By choosing a team with a history of delivering results in the beauty sector, you know they’ll provide the same for you.

A beauty-specific marketing agency can set realistic, industry-specific KPIs. They can accurately benchmark your business against your competitors by having a thorough understanding of the industry at large, as well as from their own past results.

Case Study: Benefit Cosmetics

Benefit Cosmetics products

Benefit Cosmetics chose us to improve their ROI and CPA figures with our PPC services. We took a deep-dive into their ads to find out what was working, what wasn’t, and what needed to be done to get them performing at their best.

As an industry-specific agency, our team already had the knowledge of the beauty industry going into our relationship with Benefit. This meant that far more time (and budget) could go into the specifics of what Benefit needed from us, rather than familiarising ourselves with background information.

At the end of the two-year project, we achieved a 525% ROI. Read the whole case study on what we achieved with Benefit, here.

Streamline Your Marketing Technique with Foundation

When it comes to digital marketing, there are plenty of perks to working with a specialist agency over a generic one. From having a thorough understanding of the industry to simply understanding you as a client, the whole digital marketing process can be streamlined when both parties are always on the same page, with the same specialist knowledge.

At Foundation, we specialise in beauty marketing. Whether it’s our SEO experts helping you with a site audit or our digital strategists helping you create a whole new marketing approach, find out how we can help you by getting in touch.


Trend or Fad: The Rise of the Dupes

While it used to be a best-kept-secret to find a cheap dupe of something high-brow, somewhere along the way, it’s become a humblebrag. When it comes to clothes, skincare, makeup and more, being savvy is the most fashionable feature.

Evading the clutches of designer consumerism for a fast-fashion alternative is now something to be proud of. So, where has this shift in attitude come from?

What is a Dupe?

First of all, what does ‘dupe’ mean? You may have heard the term ‘dupe’, short for ‘duplicate’, thrown around in the beauty and fashion industries as of late. Generally speaking, they’re products that are reminiscent of another (usually higher-quality) product, from a higher price bracket.

Dupes are not always designed as dupes for other specific products. Sometimes someone will spot a similarity between a designer product and a similar piece at a much cheaper price, and it’ll get coined as a dupe. Sometimes, however, the similarity is intentional – these are the products that would previously be recognised as knockoffs.

Why Have Dupes Become So Popular?

Assortment of skincare products and soaps.

Dupes have become more popular than ever among Gen Z and millennial consumers, a large factor of which is down to the ever-increasing heights of inflation and economic instability. While society still demands that people dress on-trend, the average shopper now finds it too difficult to find enough cash for their favourite celebrity’s latest product endorsement.

The Speed of Consumerism

While direct dupes are not a new concept, what is new is the amount of demand for them and the speed at which they’re produced. In 2021, Vox reported that fast fashion brand Shein can duplicate and develop a new design in under a week. The speed of dupe consumerism is, for many people, a huge benefit. With trends merging and morphing as frequently as they do, it’s not often justifiable to fork out several hundred pounds on a product that just might not be ‘it’ in a few months, or even weeks’ time.

In that same vein, dupes allow consumers to find out whether a product is right for them, without the commitment of a massive price tag. Maybe the latest trend is a bold colour that you’re not totally convinced by, or a new ingredient you’re not sure how your skin will react to. Dupes make it easy to give something a go without risking your bank account.

Increased Accessibility

There are several high-end brands, particularly when it comes to makeup products, that have come under scrutiny for having a limited range of skin shades available. Dupe brands tend to want not only to jump on the bandwagon of a popular product, but make it in some way more accessible to draw in their own audience.

Nine times out of ten this has to do with the price point, but some dupe brands will explicitly stock more shades or recreate something as vegan or cruelty-free to assign itself to an even wider demographic.

The Downside of Dupes

The nature of a dupe is that it’s pretending to be something it’s not, and the legal water around copyright and counterfeiting in this situation is, unfortunately, rather murky. Where do you draw the line between inspiration and plagiarism?


Some fast fashion brands, like Shein, have faced backlash from designers claiming that their designs have been explicitly stolen, including a viral example from crochet brand Elexiay.

Screenshot of elexiay’s Instagram post showing a side-by-side of their product, a green and pink crocheted sweater, with an identical product from Shein.

Small designers are having their hard work stolen, with significantly cheaper, often poorer quality versions being made. What’s more, it’s a loose definition in the legal system for what gets seen as design theft, and what’s merely ‘inspired by’ something else.

While it may feel like a drop in the ocean to buy a cheaper alternative to some major fashion label’s product, it becomes a different story when small businesses are involved. Often, small businesses that focus on the quality of their products will sell them at a price point that reflects this. So, when a fast fashion brand comes in and makes a dupe of their product, a vital sale is taken away from the small business that owns the original design.

There is an argument, however, that sometimes a dupe going viral draws previously unattained attention to the original product, exposing it to a new audience. Say there’s a cleanser priced at £100, and someone discovers a dupe for £10. It’s possible that in sharing the knowledge of the dupe, some customers who wouldn’t have otherwise heard of the higher quality £100 original (and can afford it) are being exposed to the product in the process.


There’s also the question of sustainability, that such a fast churning out of new, easier-to-make, easier-to-buy products can’t be doing wonders for fair working standards or global emissions.

Brands like Zara, H&M, Asos and more contribute to approximately 1.2 billion tonnes of carbon dioxide that the fast fashion industry annually pumps into the atmosphere. Many of these same companies have been questioned on how fairly they treat their workers, raising a huge moral dilemma for shoppers of fast fashion brands.

Are Dupes Here to Stay?

As the popularity of dupes continues to rise, the definition of ‘dupe’ becomes exceedingly broad. With more and more influencers jumping on the bandwagon of comparing similar products, suddenly any leggings can be dupes for Lululemon, and any flowery fragrance is a dupe for Chanel.

It’s a difficult balance for many of weighing up the price against the morality of the company they’re buying from. For many of those many, the current cost-of-living crisis forces their hand. However, while dupes may be a trend that’s on the rise, so is environmental consciousness. Between the two, deciding whether a dupe is worth it can feel like an impossible task.

Finesse Your Brand’s Strategy with Foundation

At Foundation, our digital strategists can help you design a digital marketing strategy that works best for your brand. Get in touch today to find out more about how we can help you.


How to Get Internal Buy-In for a Beauty Marketing Budget 

Internal buy-in and budget is important for a lot of marketers, and understandably so; ad campaigns, paid partnerships with influencers, graphic designers and other ideal assets for marketing campaigns come with a monetary cost.

Marketing is an area of the budget that companies will often review and adjust regularly in like with other financial costs within the company, and is typically one of the first to get subtracted from. That’s why it’s so important to build up your internal buy-in, showing those you work with that a marketing budget is something to be prioritised for the success of your brand. 

In this blog post, we’ll help you learn how to maximise your internal buy-in for a marketing budget as a beauty brand. 

Why is Internal Buy-In Important for Your Marketing Strategy?

First of all, what is internal buy-in? Internal buy-in refers to the support of an idea for your organisation, from people within the organisation. This includes internal stakeholders, like employees and shareholders, who the idea will directly affect. 

Internal buy-in for a marketing budget, then, refers to the argument that internally, a brand or business should actively set aside a budget for marketing. Often, the marketing budget is the first thing to get cut when times are tough, for several reasons. It can, for example, be seen as non-essential, and its expenses can sometimes be difficult to track.  

However, a strong marketing strategy is paramount to getting your brand’s name out there, and this, as anything, is easier to achieve with a higher budget. The world of beauty and wellness thrives online due to the sense of community created by the audience. People come together on platforms like TikTok, Instagram and Pinterest to seek and share health and beauty inspiration and advice. Being part of this community is vital for the success of a beauty brand in the 2020s.  

How to Get Internal Buy-in for a Marketing Budget

Two outstretched arms, shaking hands

Present a Clear Plan

You need to be able to tell your finance department exactly where the budget would go. Show them that you know exactly how to manage a marketing budget: how much money do you need for paid ads? What about influencer partnerships? Think about things like which platforms your brand is best suited to, what your content strategy looks like, and how you’ll engage with user-generated content. After all, 96% of beauty brands are on social media. 

So much of the success of beauty products is dictated by trends and recommendations. The best way to get your product out there is to get other people talking about it, and that’s where your marketing department shines. 

Present the Numbers

Getting internal buy-in for anything will always be, at least in part, dependent on numerical evidence. Particularly if you’re pitching a counter case for a budget reduction, this is the top thing you’ll need to accurately portray.  

Think of last year’s figures, what you originally envisioned the coming year as being, and all the pivotal metrics in between. Failing to bring this with you can make your argument look weak, rushed, and unpolished. Remember; if there’s one thing that financial departments love, it’s numbers. 

If those you’re pitching to are hesitant, you could provide alternative (and less desirable) options. For example, if you want marketing to grow sales by 100% while halving the marketing budget, are they going to just drop the price of products?  

Provide insight into what you want to achieve with your marketing; how much will it cost to get there, and how much revenue do you predict it to achieve? With funding as your focus, you need to prove that the ROI is worth it. 

Appeal to the Priorities of your Stakeholders

Keep the right people interested by involving them early on. Engaging with key stakeholders from the beginning, like senior management and department heads, increases their sense of ownership and commitment to your cause.  

Be prepared to address their concerns and answer questions with a thorough response, including how potential challenges will be managed along the way. Perhaps most importantly, explain to them just how important being part of the online community is for a beauty brand. The best way to do so, of course, is with competitor analysis, and by providing examples. 

Use Case Studies

Use case studies and examples of where a solid marketing campaign has paid off for other beauty brands. You may find that from a consumer perspective, the best beauty marketing campaigns are the ones that invest in the creation of a community. Here are some examples that we love: 


Entry for the NYX face awards

A healthy bit of competition often goes down well on social channels to build up a community, supporting one another’s talent. A great example of this is NYX’s reccurring contest, the NYX Face Awards. 

The annual competition encourages beauty influencers to compete to create the best, most creative makeup look. This allows NYX to stand out against its competitors as a makeup brand for creators, rather than day-to-day natural looks that many brands now promote. 


Micro-influencer Instagram post demonstrating Glossier products

Glossier has a heavy focus on its user-generated content, treating all of its customers like influencers. Micro-influencers (influences with less than 10K followers) tend to have the highest engagement rates, so Glossier embraces this by engaging with its customers on social media, treating platforms as a word-of-mouth style of communication.  

If you know who your customers are and how they communicate with one another, inserting yourself into the heart of that community is a highly effective way of utilising your marketing budget. 


Image of the Birchbox blog

Birchbox, on the other hand, has copywriting at the heart of its marketing strategy. They focus on blog content that educates their audience, helping them understand what products will be best suited to them personally, so that they can get the most out of Birchbox’s subscription boxes.  

Content marketing and PR are a great way to secure backlinks to your site, increase its standing on SERPs, and overall increase visibility to your site.  

Need Advice for your Beauty Marketing Strategy?

At Foundation agency, we specialise in creating digital marketing strategies especially for beauty brands. Our team of expert digital strategists can help you create a full strategy that’s suited to your brand, message, and audience. 

Get in touch today to find out more, or arrange a consultation. 


The Dos and Don’ts of Digital PR: Beauty and Wellness Edition

Building links to your website is hard. When you’re up against thousands of other brands telling all sorts of interesting stories to the press, the competition gets incredibly fierce and, from time to time, mistakes can happen.

Having worked with beauty and wellness brands for several years, getting them featured in mainstream and market-specific press outlets, we’ve learned a lot. We have great relationships with journalists and editors, and know exactly what they expect to be able to carry a good story.

From that experience, we’ve pulled together a few of the fundamentals of digital PR in modern times, collating them into this do’s and don’ts list. Throughout, we’ll cover things like link quantity vs quality, considering the relevance of one story against another, and how often you should clean your media lists.

Don’t: Rely Solely on Seasonality

Seasonality is one of the biggest recurring trends in digital PR. Some brands can’t help but rely on seasonality for their semi-annual boost of exposure, while others happily carry on throughout the year and jump on whichever stories they’d like.

While seasonality does have a lot of power when it comes to building intrigue around your brand and its offering, it should never be solely relied on. Relying on seasonality places too much dependency on external factors that, realistically, nobody can control.

Imagine waiting all year for that one window of opportunity just for someone else to snap up all the exposure you were hoping for – we’ve seen it happen, and it’s heartbreaking.

Do: Prepare Evergreen Campaigns

So, how do you ditch this reliance on seasonal content?

The only real answer to this is to start thinking outside the box and considering stories that are relevant all year round. Now, they don’t have to be relevant every single day of the year, but just enough so that the story can rise and fall in interest at multiple times, allowing you to re-push to journalists as and when necessary.

These campaigns are called evergreen campaigns, and they’re named so due to their ability to always fit in somewhere in the news cycle.

Don’t: Relaunch Old News

Now, just because you’ve crafted and perfected a story that you believe to be evergreen, doesn’t necessarily mean that every journalist agrees with you.

The news is an unforgiving, always moving beast that picks up and drops stories one day to the next. If you’re pushing out news that is outdated, journalists won’t hesitate to not only blank you, but potentially even remove you from their inbox.

Do: Innovate on Past Stories

While journalists do have a lot of stories in their inbox, there is always justification around why some get picked up over others. Sometimes, the news cycle moves in a way that means your story isn’t relevant, and sometimes it’s your email that doesn’t quite hit the mark (we’ve all been there!).

So, when you do re-push a campaign a short time after it has gone out, try and think about what makes things different this time around. This can be as simple as tweaking your subject line to be a bit more impactful, or involve adding different dimensions to your data to create new, alternative angles that are relevant for different press outlets.

While these approaches do add time on to your plan, they are far more preferable compared to not acquiring any exposure at all, while pushing out a story that you know isn’t going to work.

Don’t: Focus on Link Quantity

We at Foundation are firm believers that the quality of your links matters significantly more than the quantity.

The reason is simple; the better the quality of the outlet linking to your website, the higher the link equity that is passed on. Having numerous low quality links indicates alarm bells of an outdated SEO link building tactic referred to as link farming.

Search engines are well aware of this old tactic, and are wise enough to not grant any behind-the-scenes benefits to your website’s authority if it is enacted.

Do: Create Goals and KPIs

Given that digital PR relies a lot on factors that aren’t directly controllable, it can feel like an overwhelming task to start.

Things are made even more stressful without any objectives. So, before you even think about your first exciting campaign idea, we’d implore you to consider what you’re looking to achieve with digital PR in the first place.

While in this stage, do your best to be as specific as possible. For example, try and set a minimum link quota in regular intervals. If you’re just starting out with a new brand and almost no recognition, make sure to set realistic, achievable expectations – the first few links are always the hardest to get.

Don’t: Approach Every Journalist You See

Journalists receive a lot of emails.

Sometimes in the thousands, there’s a lot of stories and pitches to sift through on a daily basis. This means that journalists must develop a keen eye for spotting those hidden gems, and sorting out all of the noise.

It is therefore advised to not reach out to every single journalist available to you. The reasons for this are twofold: one, it’ll prevent you from spamming contacts that may come in useful in the future, and two: you’ll likely avoid the dreaded email suspension system of whichever email provider you use.

Gmail, for example, allows up to 2,000 emails to be sent with a workspace account, while Outlook allows up to 5,000. Those may sound like a lot, but if you’re representing multiple clients, running multiple stories, and also emailing your team internally, you may encounter such limits sooner than you think.

One clever way of circumventing these email limits of course is to utilise a secondary email address that’s tied to yourself. If you do decide to do this, just ensure that the subsequent domain name is still relevant to your brand, to avoid any potential confusion on the journalist’s end. For example, if your website domain (and primary email address) ends in, consider buying up the .com variant just in case you encounter any blocks.

Do: Regularly Audit Your Outreach List

We understand the temptation to simply categorise journalists on-mass, and appreciate that, sometimes, this is your only option. But, if you do have the ability to vet your media list on a more granular level, you’ll save time in pitching, and potentially avoid a lot of people’s junk folders.

When building your media list, we advise that you inspect each journalist individually to see if your story would be a good fit for them. While time consuming, this often yields higher success rates on cold pitches, which in turn saves even more time in the future.

Be sure to look at things like their publication history, interests and passions, and maybe even consider following them on social media to learn more about them and what they need from you. Sometimes, journalists will advertise the types of stories they’re looking for on an X thread, so it’s definitely worth your time.

Don’t: Jump On Every Story You See

Relevance is an omni-present phrase in digital marketing. Trying to rank well in search engines? Optimise your site for relevant keywords. Looking to build an audience on social media? Create content that is relevant to your audience’s interests. The same goes for digital PR.

Newsjacking is a common approach to reactive digital PR. It involves utilising already trending stories to create new angles and develop links between your brand and the current news cycle.

Of course, not all news is relevant to your brand. So, before you pull the trigger on your next round of newsjacking, consider how relevant everything is to your brand’s offering. Not only do journalists sometimes question these things when pitching stories to their editors, but the readers of such stories will definitely critique any nonsensical links between brands and news.

Sacrificing your brand’s integrity for a link is never worth the damage.

Do: Consider Your Brand’s Contributions

When you are being reactive to a news story, be sure to consider the originality of your contribution, and what your brand brings to the table.

Do you have any internal data that can be used to support an argument or help the story progress? Perhaps there’s a spokesperson for your brand that can provide unique commentary that others may not have thought of yet.

Remember, there’s a lot of noise in digital PR. Journalists do their best to tune out of it, and readers are quick to call it out in the comments.

Do: Contact Foundation for Help

Foundation’s PR team has years of experience navigating the ins and outs of digital PR. Every day, we secure high-quality, highly relevant links to our clients that help put them in the spotlight while also passing on link equity.

Due to changes in search algorithms, specifically around how authority is conveyed from one site to the next, a strong digital PR strategy matters now more than ever before. 

Get in touch for a 30 minute consultancy call with one of our strategy experts at Foundation. We’ll have a chat through your current approach to digital PR, and discuss some of the ways we can help.

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