Beau-Tea Talks| Buying Beauty PR Packages?

Beauty Brands that Sell PR Packages

As the democratization of beauty industry continues, the power dynamic and relationship between brands and consumers is shifting. No one, not even cosmetic and skincare executives, would have guessed that an endorsement from a reviewer on YouTube influencer could make or break a product launch, but has influencer PR gone too far?

In today’s Beau-Tea Talk, we’ll be discussing the emerging trend for big-name beauty brands to sell PR packages to the public.

What is a PR list?

Simply put, a Public Relations (PR) List is a list compiled by brands (or agencies that work on behalf of brands) that consists of bloggers, influencers, and celebrities who are good at generating buzz about new releases. Often times, extensive research and targeting are done in order to assess whether an influencer could be a good fit for a brand. Metrics such as audience size (reach), engagement rate, audience demographics, influencer niche (ex. beauty, lifestyle, mommy blogger) are taken into effect.

Brands are not required to send out every new release to an influencer on their PR list, nor is an influencer obligated to mention a product they received on their social channels unless there are specifically agreed-upon terms. For example, Swedish YouTuber, Angelica Nyqvist, receives sporadic PR from ColourPop but is never required to mention the products she receives on her channel. In contrast, networks such as Octily and Influenster require smaller creators to talk about the products they receive via PR.

Although some brands will put out open casting calls to join their PR list (*cough, cough Anastasia Beverly Hills*), many brands do not use such tactics when curating their PR lists.

How to get PR?

As previously mentioned, the most obvious way to receive PR is to be placed on a PR list by a brand. This often requires little effort on the creator side, as the brand will reach out to you. However, some brands do allow influencers to apply to be on their PR list or to join their ambassador networks.

The second way to receive PR is to join an influencer network. These networks act as middlemen, connecting creators to brands for long-term partnerships and one-off campaigns or product promotions. Unlike individuals who receive PR directly from a brand, creators working with an influencer network are likely to be paid for their promotional or sponsored posts, but they need to put in more effort to apply to various campaigns or opportunities. (Please note, a promotional or sponsored post is different from PR, as there is typically an exchange of money or material goods beyond just free product.)

The last way to receive PR is to pay for it. Yes – you read that correctly.

PR Kits for Sale?

In 2018, many mainstream brands (ex. ColourPop and Anastasia Beverly Hills) began to release limited edition PR kits for sale on their websites. These limited edition kits contained all the items within a given collection and add decorative touches such as flowers, neon signs, and accessories, all of which were beautifully placed in special, elaborate PR packaging. However, these PR kits were often sold at a higher price tag than the normal collection bundles.

Pros for Brands to Sell PR Kits

Before immediately trashing the idea of brands selling PR Kits, here are some of the main reasons why consumers may enjoying buying a PR Kit:

  • Regular consumers can treat themselves (or their loved one) with a unique gift
  • Smaller creators have access to purchasing kits typically reserved for larger creators (and can then give the illusion they are on a PR list)
  • Brands are able to make additional money by selling PR kits to superfans

Cons for Brands to Sell PR Kits

  • Consumers are paying more for add-on items and packaging that they don’t need or that is potentially wasteful
  • Consumers may feel added pressure to spend more when ordering new releases from their favorite brands
  • Smaller creators are still at a disadvantage as they have to spend more to create the illusion that they are receiving a particular set as PR

Twitter Thoughts on Brands Selling PR Kits

I asked my Twitter family what they thought about brands selling PR kits to consumers and this is what they had to say:

As you can see by my poll results, there wasn’t a clear consensus on how my Twitter friends felt about brands selling PR kits.


Some friends believed that there was nothing shady about this tactic because there is clear consumer demand for these types of bundles. Meanwhile, others felt like these kits encouraged excess consumerism and could be perceived as a slap-in-the-face to small/mid-size influencers who’ve had to work hard to be added to brand PR lists.

Final Thoughts on Brands Selling PR

Personally, I’m still on the fence about this issue. While I do think that it promotes excessive spending and waste, I’d be lying if I said that certain PR kits weren’t tempting to me. Sometimes, we want to treat ourselves to something special!

However, I do think it is shady if anyone were to try fake clout by falsely claiming they received something as PR when they did not.

Side note: Anastasia Beverly Hills and ColourPop are two of my favorite brands and creators of my favorite shadow formulas.

Let’s connect on social media: Instagram | Twitter | Pinterest | Bloglovin’ | Influenster

Beau-Tea Talk - Brands Selling PR Packages

Where do you stand on this issue? Do you think it is shady for brands to sell PR kits or are you for it?

15 thoughts on “Beau-Tea Talks| Buying Beauty PR Packages?

    1. I do agree that it is smart, but I do worry (sometimes) that people may continuously buy much more than they need by buying one of everything in a particular collection or line. I have definitely been tempted by some of these kits though!


  1. This is a really interesting post because it is something that is becoming a norm but is really absurd when you break it down! I feel like it is great for content creators but I feel like it can add to the consumerism mentality we have as an society that more is better when realistically it might not be. I cannot see how people can get use of EVERY single product they buy individually never mind when you buy extravagant PR kits. It’s something which I wouldn’t buy but I can sort of see why people do!
    Alex xxx

    Liked by 1 person

    1. I agree with you 100% – I think that it can add a layer of pressure to need to have everything in a particular line. Also, I won’t like… some of these kits do tempt me, but then I have to take a step back and think logically… “will I use these 15 eyeliners or 45 lippies before they all expire??” … and the answer is always no!

      Liked by 1 person

  2. This is a really interesting post and not one I’d thought about too much! I wouldn’t say it’s shady, but I don’t know if I’d go out and buy a PR package either. If a consumer wants to spend their money on an elaborate PR kit that’s on them, from a company’s perspective, they’re trying to make money and if people buy these expensive kits, then that makes sense! I really enjoyed reading this so thank you for sharing 🙂 x

    Liked by 1 person

    1. Thank you so much for your comment! ❤

      I feel like this one of those trends that kinda snuck up in the market. I definitely agree that there is a market for these elaborate kits, so a brand isn't doing anything wrong by selling them. My only concern with selling these types of kits is that they can encourage increased consumerism and some customers will spend tons of money on a lot of products they'll never use.


    1. Yes you totally can now! So many brands now offer limited quantities of PR kits containing the entirety of a new collection…. sometimes influencers will try to sell PR, too. (Although an influencer selling their PR is actually very shady and unethical b/c it typically goes against the contract they enter into with the brand.)


  3. It is interesting to read about collaborations between brands and the end-user for the promotion. It is interesting that brands are now selling PR kits for promos, even though the purpose is mostly for the promos. Though, I do like trying out sample sizes without paying for the whole package.

    Nancy ♥

    Liked by 1 person

    1. I love buying and trying sample-sized or mini things, but these PR kits don’t tend to be samples but rather full-sized products containing one of everything in a range plus other cute PR goodies all bundled in elaborate, packaging so the end consumer ends up buying more than they would have likely purchased otherwise.


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