Public Relations London Archives - Kendrick PR
June 2, 2020

How Covid-19 Could Change Our Approach To Aesthetics and Beauty

There’s no escaping it, the global outbreak of Covid-19 has had an incredible effect on all areas of society, with this major public health crisis forcing us to change the way we live and work at every level. Whilst strict safety measures have been necessary on the journey to bringing coronavirus under control, it’s hard to deny the very real impact these restrictions have had on both the aesthetics and beauty industries. 

Yet, the question we must ask ourselves is: in a post-lockdown world, how will our approach to aesthetics and beauty change? Following careful observation of how these businesses have evolved to survive in the last few months, and how consumer behaviour continues to fluctuate, we’ve been able to outline the following considerations. 

The future is digital 

The businesses that failed to establish an online presence before the arrival of Covid-19 will have been left with no choice but to try and embed themselves into the digital landscape during lockdown. With beauty salons, aesthetic clinics and all other associated businesses forced to close due to lockdown, it’s those who have adapted to life online under social distancing that have been best able to survive the drought.

During this period, clinics and business owners have found success in the delivery of online skincare tutorials and consultations via Zoom and other virtual meeting platforms. Social media has proven an invaluable tool to maintain communication with clients in a contactless way and keep customers up to date on both the latest Covid-19 developments and how these have affected their businesses. Several beauty and aesthetics brands have even offered online deliveries of products for the very first time, making use of social media channels to publicise this new way of working. 

All things considered, these recent trends could be indicative of a much more digital-focused future, particularly when it comes to aesthetics businesses. With Zoom consultations becoming so popular and the need for social distancing and improved hygiene protocols in clinics post-COVID, patients are likely to still undergo initial assessments from the comfort of their own homes. Online sales and marketing techniques could also open businesses up to greater opportunities in terms of gaining international clientele, a potentially lucrative new revenue stream. 

A new “normal”

The days of large treatment menus, completing admin tasks in person and being asked to sit in waiting rooms could also be over when clinics and salons once again open their doors. Instead, those who provide aesthetic, beauty and wellness treatments may need to focus on a smaller offering of treatments and limit the number of people they see every day. Post-lockdown, there will still be a real emphasis on social distancing, a new “normal” way of living that will call for adjustments to how we conduct ‘face to face’ contact-oriented business. 

In addition, along with remote consultations it could be that admin tasks will also be carried out in a similar vein, with all paperwork and consent forms being completed online rather than in person. Of course, those treatments that necessitate close contact with practitioners – fillers, for example – are likely to be conducted with both practitioner and patient covered in appropriate PPE. Some businesses may even choose to operate a strict one-in, one-out process to reduce unnecessary social contact. 

With the world now fully alert to the dangers of poor sanitary practices, it’s also virtually guaranteed that each and every aesthetics and beauty business with a physical premises will enhance their cleaning protocols, a practice that will also go some way to limiting the number of people that can pass through their doors each day. 

Changing priorities 

As yet, it’s unclear as to how much Covid-19 will have changed consumers’ priorities when it comes to aesthetics and beauty. There are some who argue that the rise of Zoom has allowed people to scrutinise their appearance more closely, which could possibly lead to a surge of interest in certain treatments and tweakments. Indeed, as those who regularly invest their money in these sorts of procedures are quite often in possession of a high disposable income, it could be argued that very little will change here. 

Yet, there are some statistics that support a completely opposing argument, with many enjoying the freedom that Zoom has given them in not needing to make themselves look “presentable” for meetings and a reported 82{e442a131e25ab01b06f1090e505c3450b206776ca13ce7bbc157d81da6f3d916} of people choosing to reduce the amount of makeup that they wear on a daily basis. This could be a suggestive of a decline in the revenue of makeup brands in the future, a potential occurrence supported by the idea that customers have been much more keen to invest their time and money in other skincare, self-care and hygiene products such as soaps, serums and bath oils throughout the Covid-19 crisis. 

Kendrick PR

Whatever the future holds, it’s clear that the worlds of aesthetics and beauty will start to look very different over the next twelve months. At Kendrick PR, we’re passionate about both of these industries and have taken pride in helping all our clients navigate a strange and challenging period of time. To find out more about what we do, or to make an enquiry, visit our website today. http://www.kendrickpr.uk/

February 8, 2020

How the New ASA Initiative Could Affect Your Marketing Strategy

The aesthetics industry has never been more popular but in an industry that can be so lucrative, competition between clinics and providers is often fierce. Growing and maintaining a loyal, repeat customer base in this industry demands an air-tight marketing strategy which is designed to attract and retain the maximum number of customers. Eager to pull out all of the stops, many businesses turn to every promotional opportunity available to them, advertising their services in person, in print and online in a tireless effort for success.

One of the caveats of promoting aesthetic services is the restrictions in place due to the popularity of botulinum toxin injections – a prescription-only medicine (POM) which cannot be legally promoted to the public. Blended against the lack of restrictions on advertising dermal fillers (a medical device) or cosmetics – the regulations can be confusing for aesthetic businesses. Marketing regulations have been increasingly tightened over the last few years by the Committee for Advertising Practice (CAP),  Medicines and Healthcare products Regulatory Agency (MHRA) and the Advertising Standards Agency (ASA), and now an even more stringent set of rules has been applied which aesthetic practitioners need to know about in order to avoid fines and potential legal action.

New guidance

The ASA has been quick to point out that the over-promotion of botulinum toxin (or “Botox” in the common vernacular) on social media and websites is the reason for its increased vigilance of all posts that make reference to Botox or “wrinkle-relaxing injections”. The implication is that even the usage of the phrase “wrinkle-relaxing injections” is an indirect promotion of a POM and is, therefore, no longer allowed.  

With this enforcement already in effect, any references you make to Botox, and your provision of it, from any of your marketing channels carries with it the eventual risk of action being brought against you by the MHRA. In terms of social media and websites, this means that any content or posts that are deemed to violate this ruling may end up being removed and subject to fines.

How can you manage this change? 

In addition to making sure that all of your promotional material remains clear of certain choice words (“Botox”, “anti-wrinkle injections”, “injectables”), it’s advisable to begin to advertise the range of injection-based services you provide, for example, Botox and fillers, as one form of treatment (“anti-ageing solutions”, perhaps?) so you don’t run the risk of promoting Botox indirectly. 

ASA guidelines advise that, instead of promoting anti-ageing solutions directly, you should focus on selling your customers a consultation in order to discuss a wide range of treatment options, should you provide these. Shout about all of your services, not a single product!

Unrivalled industry knowledge

At Kendrick PR, we have an unrivalled knowledge of the aesthetics, beauty and health industries and specialise in providing top-quality PR services to a number of high-profile clients. To find out more about what we can do for you, visit our website today http://www.kendrickpr.uk/

December 9, 2019

Getting Your 2020 PR Off On The Right Foot

For many clinics, the decision to outsource their PR to a specialist consultancy or agency is a difficult one. Proper financial investment in the outsourcing of PR can prove to be a real sticking point for those who feel that they simply cannot make allowances in their budget to employ an outside company – a common thought is “how hard can it be to do these things myself?”

Yet, whilst it is entirely feasible that you’ll be able to come up with your own marketing materials, build relationships with press and influencers and manage your own social media channels with no outside help from PR specialists, investing your own time in the creation and fulfilment of a self-run marketing strategy instead of focusing on what you do best, such as delivering those revenue-spinning aesthetics treatments, will soon see your bottom line begin to suffer.

So, in the spirit of the “new year, new you” sentiment that arises around this time each year, read on to see my top tips for clinics and businesses who are looking to outsource their PR in 2020, and discover how to best to do this to get the most for your money in the new year:

 

  • Decide on what your success looks like: at Kendrick PR, we receive lots of enquiries for PR support but often these have no detail or information – making it hard for us to respond with a realistic outline of what we can do and how much budget this requires. Give suppliers a clear picture of your objectives and what you want to achieve, whether you’re aiming for more press coverage, want to market yourself as a key opinion leader or specialist in a certain area of treatment or want to grow your business and increase sales. 
  • Have a budget ready: This will help your supplier gain a better understanding of what sort of service they will be able to provide you with. If ongoing retainer costs aren’t feasible for your budget, consider briefing the agency to deliver a stand-alone project for a set time period, set fee to achieve a concise objective.
  • Shop around: Make use of those years of networking by asking your peers for their supplier recommendations, ask how they found the process of working with a particular company and whether they got the results they needed. Other ways of sourcing PR companies include public relations guilds or professional bodies such as the Chartered Institute of PR, the Public Relations Communications Association and the Healthcare Communications Association. Agencies featured here have paid to be members of these bodies, but quality should be assured in their collective agreement to adhere to certain strict codes of conduct.
  • Telephone Interviews and Chemistry Meetings: Think you’ve found your perfect match? Set up a series of telephone interviews or meetings to ensure that you’re singing from the same hymn sheet. This will be helpful in making sure that both parties are aware of what is expected and is a crucial check in ensuring that you share similar ideologies. If all seems good, it’s a good indication that you’ll be able to enjoy a healthy and productive business relationship.

 

If you’re a clinic or business seeking that little bit of extra support in the new year, keep these tips in mind. To find out more, contact Kendrick PR today: http://www.kendrickpr.uk/contact-us/ 

 

November 15, 2019

My Top Tips For Social Media Engagement

The rise of social media 

In the modern world, the presence of social media is almost inescapable. From its origins as a way of conversing online, those ahead of the curve quickly saw social media’s marketing and advertising potential, seizing on this new and never-ending space to keep pace with our increasingly-online world. 

These days, a marketing plan lacking a social media strategy is pretty much unheard of and the bigger brands often use the high reach potential of platforms such as Facebook and Instagram as the perfect canvases to launch their latest big-money marketing campaigns.

Yet, social media is a crowded space, with almost every company competing for the attention of the billions of potential customers and converts scrolling through their phones on their daily commute or during the working day. For this reason, brands who do have something to say can often find themselves shouting into the void, especially if they don’t choose to focus on the value of engagement as part of their social media strategy. 

 

What is engagement?

Engagement, in basic terms, is how brands and their customers interact on social media. Some may choose to create engagement-ready content such as competitions or polls to achieve this end whereas some will look to spark interaction by establishing themselves as the authority in their particular area of interest. Nearly all will have drawn up a regular posting schedule and be attuned to the trends that move in and out of vogue on a daily basis. Not to forget tailoring their content to each unique social media platform. 

With this in mind, there are certainly a lot of dos and don’ts when it comes to realising social media engagement and this is why some brands can create much better social media profiles than others. As we know, those who can build an enticing brand online have much higher chance of commercial success. Read on for my top tips on how you can better engender social media engagement.

 

My top tips

  • Networking: Puns aside, social media is a place where you can really get networking and throw your ideas into relevant discussions. If you’re an up-and-coming business, it’s naive to think that people will just flock to you because you’ve created a Facebook page. Participate in conversations relevant to your field of speciality by joining and posting in certain groups, or using certain hashtags. This will allow you to get your name known and interact directly with a potential audience. Be careful not to push your brand too hard though, as increasingly savvy customers will see straight through the hard sell. Instead, focus on contributing meaningful thoughts and ideas to conversations.

 

  • Share other content: Follow the brands and influencers that inspire you and re-share any of their content that speaks to your ideology or is relevant to your brand. This keeps things fresh for your audience and introduce some variety into your content. People will get bored if they’re being met with a constant stream of posts centred solely around your brand.

 

  • Direct responses: Social media has very much witnessed the removal of the barrier between brand and audience, company and client. Through online platforms, customers can now converse directly with their favourite brands and many have used this as an opportunity to make their marketing efforts more personal. Through the ability to tag people in statuses and tweets, as well as to instantly reply to a new post, social media allows us to have intimate conversations with the very clients we are trying to reach. Take advantage of this to discuss your products or rectify any issues your customers may have much more quickly and directly. Marketing doesn’t get much more personal than this.

 

  • Vary your visuals: Marketing is just as much about using visual techniques as it is about copy, content and tone of voice. Some social media platforms, Instagram in particular, have completely built themselves around the power of pictures. This gives you the opportunity to display your latest products, ideas or developments in all of their glory, and in a variety of forms. Photos, artistic designs, videos and GIFS are all very much the province of present-day social media. Mix and match them all to keep your audience engaged and interested at all times.

 

  • Use hashtags: With the rise of social media, hashtags have now become inseparable from the modern lexicon. By using these symbols, you’ll effectively be able to join in any conversation taking place around your chosen subject area. And, whilst these can centre around your speciality, you can also make use of social media’s love for all that is trending. As global events unfold, many people will be using hashtags to join the conversation and you should too, providing you keep this content relevant to your brand. There’s also a wide variety of awareness and celebration days, some of which have no doubt come about because of the popularity of social media, that trend on the day in question. Use can also be made of these to promote your brand and join in the discussion. But, again, this is only really advisable if this remains on-brand.

 

Contact Kendrick PR

If you’d like some further advice and support with your social media engagement strategy, or any other area of social media marketing, feel free to contact us today (http://kendrickpr.uk/contact-us/