Pitching tips from Lucy Partington at Stylist

Home PR Insights Pitching tips from Lucy Partington at Stylist

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


  • 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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