Standing Out In 2023

According to the British Beauty Council, more than 5,000 beauty brands operate here in the UK – a number I imagine will continue to snowball this year.

Clearly the beauty brand boom is great for press and PRs alike, but it also brings us challenges. For journalists, keeping up with the heroes and NPDs from the household names, under-the-radar lines and all in between feels increasingly unrealistic. While for you, competition for coverage of clients has never been fiercer.

Whether talking established or emerging brands, the leaders in our business share some savvy traits. As WWD’s 2022 Beauty Inc Power Brands list demonstrated, what appears a winning formula now involves an embrace of TikTok, the metaverse and an omnichannel environment – all demonstrating a confident grasp of the changing consumer landscape.

But other strategies that ensure brands stand out for the right reasons arise from modern storytelling. It could be the reveal of fresh identities, or the addition of inspiring spokespeople; the use of platforms to amplify advocacy work or drive mental health and social justice conversations; the challenging of conventions or disruptions of the status quo. As you all know, beyond simply aligning with trends, the buzziest beauty companies in 2023 will feel relevant for other, more meaningful reasons.

It reminds me of something the British Beauty Council’s founder Millie Kendal was quoted as saying in a recent industry report: “The story – why your brand exists – is more important than ever.” And why it exists in 2023, specifically, is a good question to ask your clients and communicate back to the media.