In the hot seat:
Lucy Partington: Beauty Editor at Stylist
Lucy’s Focus:
- Tries to meet PRs 3 times a week
- 08:45 breakfast meeting near the offices is best (Holborn)
- Preferred method of contact is email. Doesn’t like phone calls and won’t reply on Instagram
- Lucy also covers a small amount of travel for the travel pages
Stylist:
- Production meeting takes place every day 10-11
- Likes applauding and celebrating the brands that are leading the way, especially if run by women
- Vegan and sustainability stories must have a meaning otherwise they are just jumping on the bandwagon
- The most read stories online are about hair and nails
- Readers love a transformation story
- First person stories and personal recommendation stories are most popular with readers
- Below £50 products have a better click through rate although they are not bound by pricing restrictions
- Stylist features International brands provided they are available within the UK
- Stylist do not favour vegan products over other products unless it is a vegan specific round up
- They are guided by the catwalks in terms of make-up and hair
- Party season and Christmas editions are always very popular
- Advertorial products do not get automatically included within an editorial feature
Top Tips:
- Press releases are read but Lucy will look at a sample product first
- Don’t make press releases text heavy, include; price, stockist, contact details and an image
- Dropbox is best for images, do not send using WeTransfer
- Don’t send samples of products to everyone in the team, they all sit together
- Only send samples if they are alongside a story
- Evening events are tricky due to it being in own personal time
- Best time to review treatments would be the morning before work or in the evening
- “No frills” emails get just as much attention as big loud releases
- Try and include statistics where possible
- Exclusives are very popular and increasingly so for digital stories
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