Case Study · Beauty & Personal Care

PR, media relations, influencer marketing, and press events for the beauty industry

In the beauty industry, visibility is everywhere.
Authority is something else entirely.

Three projects illustrate how we build a consistent presence for beauty brands in the media that matter, encompassing product communications, press tours, events for the press and creators, corporate storytelling, and relations with the trade press.

Let's talk about your brand
Case study Lovren
3
In-Depth Coverage of Beauty Projects
6
Popular brands in skincare, makeup, and hair removal
439
Lovrén's Publications
online, print, TV, and radio
146
Tier 1 outputs
On the Lovrén Project
76%
Fler Tier 1 Quota
in 2024
52%
Edgewell Tier 1 Quota
across four brands
01 · Background

A market saturated with products, where a consistent and ongoing media narrative is needed

In the beauty industry, the trade press receives hundreds of press releases, and it’s not the individual press release that makes the difference, but often the relationship that precedes it.

That's why we work on two parallel tracks (and that's why our team includes people who have been working in the industry for several years): product communication, tied to seasonal trends and media events, and corporate storytelling, which features founders, key metrics, and vision in business and B2B media.

It is the intersection of these two that transforms visibility into reputation.

[Disclosers is an independent PR, media relations, and influencer marketing boutique based in Milan, founded in 2018. We work across multiple industries; in the beauty sector, we have been representing brands since 2022] skincare, makeup, dermocosmetics, and personal care across D2C, pharmacy, and retail channels, with projects such as Fler, Lovrén, and Edgewell Personal Care. We have also collaborated with Unico, bSoul, and GOFU Centers]

Product

Galleries, gift guides, seasonal must-haves: a constant presence where the reader decides what to buy.

Corporate

Funding rounds, revenue, international expansion, interviews with founders: credibility among investors and the industry.

02 · Case Studies

Three brands, three different strategies

No one-size-fits-all approach: the brand’s objectives, sales channel, and maturity determine the type of relationship with the media.

01 Fler · Hair Removal · D2C

Fler: Breaking a Category Taboo and Becoming a Shopping Destination

A Milan-based brand founded in 2021, offering gender-neutral products through a subscription model and aluminum razors. We alternated between product launches, corporate communications, and lifestyle content, with dedicated seeding for each launch and a press event featuring a talk by the founder and a floral workshop.

The set Barbie-Fler with Mattel and the pop-up Fler x Deeva During Milan Fashion Week, they featured the brand in *Vogue*, *Vanity Fair*, *Grazia*, *Marie Claire*, *Corriere*, and *Sky TG24*, as well as in gift guides and seasonal selections.

70
Press releases in 2025
76%
Tier 1 ratio in 2024
+20%
searches for "reviews"
Read the Fler case study
Still di prodotto Fler
02 Lovrén · dermocosmetics · pharmacy

Lovrén: Events for the Press

A Genoa-based brand of the Clinicalfarma Group, with over 12,000 retail locations. Since 2022, we have been focusing on a corporate strategy (territory, people, revenue, European expansion) and a lifestyle strategy built around seasonality: skincare for the colder months, New Year’s Eve makeup, sun care, and color-coordinated palettes.

Every year we organize A Day with Lovrén, a press tour at the historic villa in Nervi, Genoa, with ten Tier 1 journalists; starting in 2025, the experience will be extended to a select group of beauty creators.

439
Total publications
33%
Permanently Tier 1
3
press tour events
Read the Lovrén case study
Progetto Lovrén
03 Edgewell Personal Care · multinational company

Edgewell Personal Care: Four Brands, One PR Strategy

For a multinational personal care company, we developed a strategy that allows four brands—each with different target audiences, seasonal patterns, and media territories—to coexist without competing with one another on the same pages. Each brand has its own priorities, schedules, and editorial angles, all managed under a single overarching framework for public relations.

4
brands in the portfolio
52%
Tier 1 ratio
1
dedicated team
Read the Edgewell case study
Case study Edgewell Personal Care
03 · The Method

How We Work on a Beauty Brand

These are six strategies that we combine in varying proportions depending on the brand, the sales channel, and market conditions.

01

Vertical Media Relations

Ongoing relationships with industry media outlets: tailor-made pitches before the press release, not after.

02

Seeding and Product Testing

Targeted mailings for each launch and ongoing outreach to new contacts: those who try the product are the best at telling others about it.

03

Seasonal Calendar

Visibility in media contexts where the reader is already in buying mode.

04

Press events and press tours

Moments when journalists meet founders, visit the office, and see the product.

05

Creators and influencers

A selective process, immersive experiences, and relationships that evolve into collaborations.

06

Measurement

Volumes, Tier 1 share, and the quality of search intent: let’s examine the impact of PR on brand demand as well.

04 · Where We Left Off

Most Notable Media Coverage

VogueVanity FairGraceMarie ClaireElleCosmopolitanFriendI WomanCourierSky TG24Modern WomanThe 24 Hour SunPambianco BeautyAnsaForbes

The foundation of the coverage consists of trade, local, and niche publications: it ensures high volume and widespread reach.

The core consists of prestigious media outlets, which give the brand authority and a high market position.

Together, they build a well-proportioned pyramid: it is this shape—not the individual stroke—that builds their reputation.

05 · Let's Work Together

Your beauty brand deserves more than one gallery

We don't just settle for getting the brand featured in the media—we build authentic relationships with the media through PR strategies that deliver tangible results.

[email protected]9 Via Alberico Albricci, MilanMon–Fri 9:00 a.m.–6:00 p.m.
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