Building stories around ‘evergreen’ trends

While there is no exact science to determining which beauty topics resonate with readers, some themes and ideas consistently prove interesting. For example, bobs. Yes, the haircut. I was recently at a dinner with a couple of fellow beauty editors, and we got onto the topic of bobs.

 

Now, although we all write for different publications, often with varying focuses on celebrities, or social media trends, the bob seems to be the great equaliser. Whether it is a new haircut debuted by an actress or a new shape of a bob mastered by a leading stylist, the bob always seems to be a topic of interest for readers of all ages.

 

I am currently commissioning a piece about bobs, which is based on new research stats I’ve received. While the story has a new hook, I am confident readers will be interested in bobs because of past search interest. Of course, the story still needs to be interesting and useful in its own right, but ‘bobs,’ and similar ‘evergreen’ year-round trends, can often be a good jumping-off point for PRs to develop story ideas and pitches, regardless of the time of year.