At Spa PR, we see countless brilliant beauty brands not achieving the visibility or success they truly deserve. After 22 years of working with industry leaders and newcomers to market, our team has identified the most common pitfalls, and how to avoid them. Here’s what we discovered:
1. Inconsistent Messaging
One of the biggest factors separating successful brands from struggling ones is clarity of message. When your brand values, benefits, and personality are sharply defined, and consistently communicated, everything begins to flow. Over the years, we’ve seen clients transform simply by refining their core messaging and weaving it into all their communications: every press release, social post, and interview. Before long, these messages become valuable word-of-mouth. And there’s nothing more rewarding than hearing customers repeat your brand values back to you.
2. Not Developing Their Story
Your story is what sets you apart, and it’s what customers and journalists connect with most. Whether it’s a founder’s personal journey, a breakthrough ingredient discovery, or an “aha” moment that sparked the launch of your brand, your narrative is your superpower. And don’t assume everyone already knows it. Even loyal fans forget, and new audiences turn up. Keep sharing your story, evolving it, and bringing it to life across all your channels.
3. Chasing Influencers
The influencer space is more saturated than ever, and chasing big names rarely delivers long-term results. Instead of pursuing whoever is trending this week, focus on developing a community of influencers who genuinely love your products: the ones who would buy them even if you weren’t gifting or paying them.
Authentic content cuts through the noise. When influencers truly believe in your brand, their content becomes more powerful, more trusted, and far more effective in converting new customers. This gives you a loyal bank of fans who will support and champion your brand as it grows.
4. Overlooking the Power of Education
Many beauty brands focus heavily on aesthetics but forget that consumers and journalists need clarity. What problem do you solve? How does your formula work? Why does your product deserve a place in someone’s routine?
If you’re not educating clearly and consistently, someone else will shape the narrative for you. Educational content builds authority, boosts media credibility, and empowers customers with confidence to buy.
5. Launching Without a Long-Term PR Plan
Too many brands pour everything into the launch moment… and then go quiet. But journalists and customers want sustained value, not one-off noise.
A strategic PR plan will include:
• Seasonal and topical stories
• Expert commentary
• Product placements
• Founder-led insights
• Experiences and events
• Community-building moments
If you’re not showing up where your audiences are, then your brand loses momentum, and before you realise it, competitors quickly fill the space.
Avoiding these key mistakes can completely transform how the world sees your brand. So why not step back, refine your approach and see how your PR can work harder for you.
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