Have you ever been curious about what it's like to work in beauty PR? From the outside, the life of a public relations professional may look like a glamourous dream – from working with celebrities to planning brand trips and securing press opportunities around the world – and we’re here to confirm it absolutely is! But don’t underestimate all of the hard work, creativity, and collaboration that goes on behind the scenes to keep everything running smoothly.
Here to give the inside scoop on all things beauty PR is Whitney Bestwick, our PR & Communications Assistant Manager at Dr. Dennis Gross Skincare. As she packs her bags to head back to NYC, she dishes on the brand's latest trip to LA and gives a behind the scenes look at what a publicist’s jam-packed schedule looks like while on the road.
A Typical Day Working In PR:
Before I spill the details on our most recent brand trip to LA, I want to talk about what a typical day looks like on the DDG PR team (aka the dream team). Yes, a large part of my job involves planning and working these editor & KOL (key opinion leader) events and brand trips, but not every day is like that. Most days, you'll find me at my desk (with a dirty chai in hand) pitching editors to secure brand coverage, managing product send outs, organizing the logistics for our diversity & inclusion initiatives, and/or scouring social media to stay on top of the latest beauty news, trends, and competitive launches. There's never a dull moment on this team, and I love how closely we get work with the brand founders, Dr. Gross and Carrie Gross. They are quite the dynamic duo!
Now let’s talk about brands trips. The PR team led the charge for our most recent trip to LA, which included booking Dr. Gross on a KTLA broadcast segment, organizing a lunch with a key retailer, and planning an editor & KOL cocktail hour for the 2022 Sephora Squad and other LA-based creators. It was a quick but successful trip, and I know the DDG team is leaving LA feeling more connected than ever to our LA community.
Dr. Gross on the KTLA Morning News
The trip started off with a bang – the first stop of the day was at the KTLA studios in Hollywood to get Dr. Gross set up for a local morning news segment. Dr. Gross spoke to Lu Parker and Glen Walker about the dos and don'ts of picking a sunscreen to fit your lifestyle and showcased the All-Physical Lightweight Wrinkle Defense SPF 30 along with a few other sunscreens and sun protectant clothing. My job was to set up the display which means organizing all of the sunscreens and clothing just so – making sure they look perfect for their on-screen debut. Usually the PR team stays behind the camera, but when Dr. Gross needed an extra model to help him display the Skinny Confidential Bougie Driving Gloves for the segment teaser, someone had to step up. And that someone was yours truly. I’m not going to lie, those 6 seconds of filming were pretty cool, but I think I'll leave being on-camera to our designated media expert, DG (aka Dr. Gross)! You can catch his full KTLA segment here.
Lunch with a retailer team
After wrapping up a fantastic segment at KTLA, we headed to Beverly Hills to meet up with one of our LA-based retailers. One thing about us PR pros is we love a good power lunch! A yummy salad with a side of fries and skincare talk is always the go-to for the DDG PR team. But in all seriousness, it was so nice to see these amazing retail partners in person and have the chance to discuss upcoming opportunities to collaborate on our new launches. We can't share all of the details just yet but let's just say you'll be seeing more of us on this retailer’s website in the very near future. Stay tuned!
Influencer & Editor Cocktail Party at Ever Bar
With our spirits high and bellies full, we headed to the Kimpton Everly Hotel to meet the rest of the DDG team and start setting up for the main event. If you were wondering, yes it was a multiple coffee type of day. The purpose of this influencer and editor cocktail hour was to reconnect with the Sephora Squad influencers and our favorite LA-based creators to give them an exclusive sneak peek of our biggest launch of 2023. One of the most important aspects of working in PR is building and maintaining relationships with editors, influencers, and other key tastemakers, so events like this are my absolute favorite! At the event, we had four different stations where attendees could receive a 1:1 skin consultation with Dr. Gross and then shop his personalized product recommendations at our gifting table, snap pics in the photo station with the giant FaceWare Pro, test their skin's pH and learn more about our signature Alpha Beta Daily Peels, and then of course, get the inside scoop on our upcoming launch (which surprise, surprise was a huge hit!) It was such a fun night reconnecting with old and new friends and building excitement around our upcoming launch!
Celebratory Team Dinner
The trip would not be complete if we didn’t wrap up this eventful day with a celebratory team dinner, which of course involved sushi and sake (DG’s favorites!) Planning this entire trip was a huge group effort and it was amazing to see all of our efforts pay off. We had such a great time in LA reconnecting with our LA community and are already looking forward to our next trip back!
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