Beauty And The Blog

All Indie businesses are special, but face it, these days, anyone with a credit card and time on their hands can launch a competing business in no time flat. Suddenly, your golden egg looks like just like the one at a website that launches the next day. What's an Indie to do?

          

Make your products stand out in the crowd of course! And one of the most effective ways to do that is to build your brand online by having your products featured in a popular weblog. But before you send the same old tired "my products are great" email to every blogger you know, read this post to get some tips from the pros.

In April 2007, Technorati tracked over 70 million weblogs, noting that about 120,000 new ones launch worldwide each day. That's about 1.4 blogs for every second of every day. These staggering statistics make it clear that you can easily waste your time pitching your products to blogs that will never be read.

Choose Blogs That Are Updated Constantly

According to Cybele of Cybele Says, while beauty blogs are improving with the rest of the blogosphere, there are certain things to look for before pitching your products. "Look for a professional layout with well written content that is upated regularly," she advises. Cybele has published Cybele Says since February 2001 so she's had a lot of practice. "I still read most every beauty magazine on the stands, but you can't beat the instant gratification of having your products featured in a blog," she adds.

Some blogs are a complete waste of cyberspace, especially ones that are not updated constantly. Cybele Says launched in 2001 with a monthly format featuring dozens of products. In May 2007, they switched to a blog format which is updated with new products at least once a day. Cybele recomends pitching to blogs that post regularly because "it shows that the person behind the blog knows that their readers are depending on them for good, reliable content."

Preparation Is Key

Indie Beauty Network member Andrea Kane of Organic Beauty Expert says that the most important thing to do before pitching products to a blog is to get to know the blog first. "The best way to discover the style of a blog is to read it for at least a few weeks before making contact," she says. Andrea cautions against sending a "canned" email message to a thousand beauty bloggers, hoping that something will stick. "When you do that, it shows me two things: you haven't read my blog and you are rude."

Perfect Pitch

Andrea suggests that you do at least 5 things in your pitch:

1. Address the blogger by name
2. Include some indication that you are familiar with their blog
3. Share a little about you and your company
4. Link to high resolution product photos
5. Include a price sheet, and product ingredients if the blog serves a specific niche

Andrea said that this email pitch got her attention.

Hi Andrea:

STUDIO at Fred Segal is going organic. Internationally successful Australian organic skincare brand Stem Organics will be available in store from the end of July 2007. Products are also available now for retail purchase online at www.stemorganics.com.

I have attached Stem Organics latest release and line sheet with more about why STUDIO founder Robin Coe-Hutsching believes Stem Organics is the perfect match for her store.

Visit our website to get a great feel for our brand and skincare. Feel free to consider us for beauty features or beauty product reviews in The Organic Beauty Expert.

Andrea says this email got her attention because it included everything in her list and showed that the company had prepared in advance before contacting her.

Beware Of Pay To Play

If you pay a blogger to review your product, that's an advertisement, not a product review. Reputable product reviewers almost always post an editorial policy at their site so you can see whether they require or accept payment before they post a product review. Readers are savvy enough to know that if money changes hands, they are not getting an objective product review. For maximum credibility, check the blogger's site to see if they tell their readers that they do not accept payment in exchange for reviews.

Don't Skimp

When a blogger responds to your email showing interest in your product, both Andrea and Cybele agree that it's always best to send full-size products. "Samples are hard to test," says Cybele. "Sending the actual products exactly like they are sold and exactly like my readers will see them when they order them is the only way to give me an accurate enough read on the products to prepare a quality review."

Glossies vs. Blogs

Marla Russo of Bella PR in New York City has the unique perspective of a publicist who pitches beauty, fashion and lifestyle products for a living to both glossy magazines and beauty bloggers. "Many of the most reputable beauty sites are managed by former beauty editors at major magazines and newspapers, and their reviews are very credible," notes Marla. She also points out that her years of experience have shown that there are major differences between glossy editors and blog editors.

For example, online publications are more flexible. Glossy magazines have layout and editorial formats that must be closely followed while online beauty sites can post a product review whenever they feel like it, even within hours of receiving the product, and they don't have to get approval from anyone. Marla also points out that while most glossies set out to find products to fit a pre-determined story idea, online publications tend to get products first and then compose a feature around them.

Be Ready For Prime Time

Andrea reminds us that if your website is not up to par, your products stand little chance of being reviewed. "If there's no shopping cart, bloggers won't want to feature you because their readers won't be able to buy the products quickly," says Andrea. She also suggests you consider that blogs have an international audience so be prepared to field international orders and queries.

Stand Out In The Crowd

"Once a beauty site editor takes the time to ask you to send products for review, don't waste any time," says Marla. "Keep the products fresh in their mind by sending them out pronto, even if you have to spend the extra money to overnight the products. Sooner is always better than later once they express an interest, and it helps you stand out in the crowd if you follow up quickly," Marla says.

Has a blog review helped your products stand out in the crowd? What's your favorite beauty blog experience? If you have a beauty blog, please add your best tips and link to contact you or send products for review.

Beauty Blog Resources

Beauty and Lace. In Australia, reviewing fashion, beauty, health and hair.

Beauty News NYC. Hair care, fragrance, make up, skin care and spa.
Cosmetic Connection. Founded in 1996 by a former fashion model, panel of product reviewers reviews everything from niche to drug store and big box products.

Cyble Says. Featuring "big" brands and the brand you've never heard of since 2000.

Daily Candy. Founded in 2000 and featuring 13 daily email editions in major cities like New York, San Francisco, Dallas, London and Washington, DC.

She Finds. Since 1994, reviewing products found online.

The Beauty Blog Network. A listing of beauty blogs.
The Organic Beauty Expert. Product reviews (including some video reviews), giveaways and posts of general interest to the beauty industry.

Comments

[Andrea Kane]

I'd like to add a few more points:

Sending to product to glossy magazines is great for your media kit and getting wholesale accounts, but more studies continue to show that if you want sales, blogs are the way to go.

Also, most important, know that sending products to bloggers does not equal a positive review. The difference between us and the glossies is that we actually USE the products before reviewing. Consumers appreciate that we actually try it for a few days or weeks before positing an opinion and in my experience, this is what may equal more sales for you.

AK

[dM]

Elke:

Great post. And for anyone snubbing bloggers, as you say, they need to get over it. I read an article recently that a website may not be the best way to launch or expand a business these days, considering all that blogs and networking sites can do more efficiently. All hail the blogosphere!

dM

[dM]

Sarah:

How insightful of you to point out that if an Indie treats you rudely, they are likely to treat your readers rudely too, and that reflects poorly on you. We can't get enough reminders to follow the golden rule: do unto others as you would have them do unto you. Thanks for the reminder!

dM

[Sarah]

Thank you for a very informative post! I would love it if all of the companies that wanted me to review products would read it and follow the instructions.

However, as a blogger that focuses on indie bath, body, candle, cosmetic, and jewelry products, I have a few more suggestions.

Don't email bloggers the day after they get their review products to ask where the review is, unless they've told you that they would have the review up the next day.

Since I review bath and body products and cosmetics, I like to try items more than once, so it takes me longer to get feel for the items so that I can do a good review.

I think it's more beneficial to readers and to the product sellers when I can say "I've been using this bodywash exclusively for a week or two weeks, and I haven't had any breakouts or dryness..." or "I can't believe how well this eyeliner worked when I was walking around all day in 90 degree weather."

When you do email bloggers about the review be nice. I'm amazed at how many emails I've got saying "Where's the review," and nothing else.

Even when you're done "selling" yourself to me, you're still not done selling yourself to my readers, and I don't want anyone to receive unpleasant treatment if they try a product that I reviewed.

If you do send samples, or if your products aren't clearly labeled with the name of the product and scent or color, please send me a "cheat sheet" so that I can easily tell the products apart.

Not only do I like to know what I'm using, I want to be able to tell my readers as well, so they can easily find the items I tried on your website.

[Elke Von Freudenberg]

Great information and advice for those who wish to submit their great products to bloggers! As the Founder of the Beauty Blog Network, I get a lot of PR for our network, and I also would like to add the willingness to send products/samples also is key. If you're not sure of a blogger's tone, read their blog to see if their reviews are mostly favorable. My policy is if I don't like a product, I won't write about it. And to those PR that don't wish to send, we do feel snubbed and belittled a bit if refused. Also, a personal touch does go a long way. Your relationship with that blogger can reach further than you may think. You never know who we might know as well! The beauty blog arena can be a very tight knit and supportive group as well.