A quick pitch pivot

It’s hot out there, but you don’t need me to tell you that. The heatwave has meant that many beauty stories we’ve planned and published over the past week relate to bodycare, sun care and grooming – aspects of beauty that often need to step up a notch as soon as the weather warms up.

This is a great opportunity for brands and agencies to have a look at a fresh approach to their products and stories and think outside the box on how their brands can be relevant. Of course, this means I’d love to receive any press releases around beauty in the heatwave, but also any more interesting angles that could be relevant.

For example I received a pitch today from a perfume brand whose latest high-end fragrance launch had notes of vanilla and milk. The PR had cleverly taken this inspiration and formulated a press release around ice cream-inspired perfumes. Elsewhere a skincare brand reminded me of their two best-selling skincare products that could be used as a super simple two-step skincare regime during a heatwave (when most of us perhaps can’t consider a lengthy skincare ritual).

This sort of quick re-thinking of products to present new story ideas to journalists is really valuable, and might help land a timely story with a publication.