Nobody has ever bought a lipstick.
They bought the ten seconds in front of the mirror before they walked into the room. I do PR for the brands that understand the difference.
Or skip ahead and just tell me about your brand.
Your product is good. That is, unfortunately, not the hard part.
Roughly a thousand new beauty brands launch in this country every year. Most of them are made in the same three labs, filled at the same contract manufacturers, and photographed on the same white acrylic riser. Yours might genuinely be better. It probably is.
It will not matter, because products don’t speak. People do.
My entire job is to find the specific people your buyer already trusts, and hand them something true to say about you.
01
Creator Partnerships
The most persuasive object in the beauty industry is a stranger’s hands. Not a billboard. Somebody’s actual hands, in their actual bathroom, under their actual unflattering overhead light, swatching your product on their actual skin. I build rosters of those people and keep them coming back.
02
Emotional Positioning
Confidence, self-expression, the small private ritual at 7 a.m.—that’s what’s being purchased. The serum is the receipt. I write the language that makes the connection obvious without ever making it sappy.
03
Listening & Measurement
The comments section is the most honest focus group ever assembled, it costs nothing to attend, and almost nobody in this industry reads it. I read it. Then I do something about it.
A short, honest list of things I will not do for you.
- I don’t do crisis management. If someone said something regrettable on a podcast, you need an attorney and a long weekend. I’d only be in the way.
- I don’t do everything. No trade show booths, no packaging design, no billboard on Sunset. A firm that offers everything is usually offering nothing in particular.
- I don’t buy followers. I could get you ten thousand of them by Thursday. They will not buy your mascara, and neither will their friends, on account of not having any.
Look—I should tell you something.
I’m new. Alexa Oaks PR opened this year, and at this moment my client list is a beautiful, terrifying blank page.
I could have built this website the other way. You know the one. A “Trusted By” bar of six logos from companies I once emailed. A testimonial from a person who is technically my cousin. Agencies do it constantly and everyone knows.
Here’s what I’d rather say instead: every record you love was, at one point, a record nobody had heard.
And there’s a version of this that’s better for you than an established shop. You will not be client forty-seven. You will not be sold by a partner and then quietly handed to an account coordinator named Braden. There is no Braden. There is me, my phone, and room for five brands.
Thirty minutes. No deck.
Tell me what you’re selling, who’s currently buying it, and what’s not working. If I’m not the right person, I’ll say so in the first ten minutes and probably know who is.
Los Angeles, California. Working with brands anywhere.