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10 Years Later

10 Years Later

This month marks my tenth year working in editorial at Hearst, spent between two brands (and inclusive of two maternity leaves). I’m either a stalwart employee, or hard to get rid of. Either way, it’s making me consider how mind-bending the evolution of both the publishing and beauty industries have been over the last decade.

Like when blogs – and then vlogs – took off, followed by the rise and rise of Instagram influencers, viral TikTok trends are now helping determine how beauty is consumed. Increasingly, these are beginning to dominate beauty-related Google searches and NPD from brands, as well as shape our aesthetics IRL (whether the majority of us realise it or not).

In an inbox packed with press releases hooked on TikTok-trending products and hacks, I recently received an invite from Superdrug – who knows where beauty culture’s at – for a panel discussion titled ‘The Good, The Bad and The Ugly: debunking viral skincare TikTok trends’. Featuring a medical and cosmetic doctor, with representatives from TikTok and Superdrug, the panel will analyse why some trends perform so well on the platform, and their pros and cons.

Rather than just fuelling hype and bandwagon chasing, this kind of insight and education feels like a useful and responsible way of helping journalists cover viral trends, alongside highlighting clients that may feed into them.

While the traditional media might not set the trend agenda in the same ways it did years ago, it plays a vital part in evolving its narrative. We, often helped by you, can bring expertise to the table – instead of just aligning with the newest trending topics to be part of the conversation, we can steer the conversation, and add value.

A couple of years ago Hearst brought in a mission statement to produce ‘content with purpose’, guiding the way we approach storytelling. A bit worthy? Yes. But, frankly, it feels like the most relevant goal I’ve had while working in both the publishing and beauty biz

What Bridget thinks…

“While I don’t recommend sending journalists full articles (pitch them, don’t write them!), this ‘Parent’s guide to TikTok’ – via Cosmetic Surgery Solicitors – is interesting. It lists some popular challenges on the app that are problematic – and how to help protect vulnerable users’ mental health.”

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