How we made FalseEyelashes.co.uk a beauty press regular in The Guardian, Glamour and more
PR approaches: product pr ◠ REACTIVE PR ◠ thought leadership
Working with FalseEyelashes.co.uk’s professional make-up artist, our digital PR strategy took the brand far beyond false lashes and into the wider beauty conversations its customers were already following.
From emerging TikTok trends to seasonal beauty moments we could see coming months in advance, we combined speed with expert insight to make FalseEyelashes.co.uk a regular name across national, beauty and lifestyle media.
The goal? To build authority around the wider world of make-up, without ever losing the connection to the products at the centre of the business
The Belta approach
False eyelashes sit at the end of countless beauty conversations, from the latest TikTok make-up trend to bridal beauty, red-carpet looks and seasonal make-up.
We used that connection to open up a much bigger PR playground for FalseEyelashes.co.uk, while making sure every story still had a credible route back to its products.
The result? We secured features in:
The Times / The Guardian / Vanity Fair / Glamour / Daily Mail / Stylist / Grazia / Marie Claire / HELLO! and more.
280+ pieces of coverage secured, including 245 backlinks
+42% increase in branded search traffic
+37% increase in organic traffic
+30% increase in total keywords ranking
Turning fast-moving beauty trends
into growing brand visibility.
FalseEyelashes.co.uk might specialise in lashes, but limiting our PR to stories solely about eyelashes would have meant missing a much bigger opportunity.
With professional make-up artist Saffron Hughes behind the expertise, we could take the brand into wider conversations around make-up trends, techniques, seasonal beauty and the latest looks taking over social media.
The key was making sure we got there while those conversations were still growing, not once everyone else had already talked about them.
And however wide we took the story, there always needed to be a genuine connection back to lashes and the products FalseEyelashes.co.uk actually sold.
TikTok gave us the trend. We gave journalists the story.
TikTok gave us a constant stream of new make-up looks, techniques and hacks to work with.
But simply telling journalists something was trending wasn't enough.
We worked with Saffron to add the part TikTok couldn't: professional insight into why a look worked, how to recreate it and the lesser-known techniques that could make it easier to achieve at home.
That could mean explaining an unusual application technique, sharing a two-minute hack or recommending the type of lashes needed to complete a trending look.
It turned a social trend into something journalists could actually use, while giving FalseEyelashes.co.uk a genuine reason to be the expert behind it.
We made sure tomorrow’s beauty stories were in today’s PR plan.
Not every opportunity appeared overnight. Some of our best reactive stories were the ones we could predict months in advance.
Wedding season gave us the opportunity to plan bridal make-up stories well before the first summer ceremonies. When heatwaves were forecast, we had professional advice ready around keeping make-up in place as temperatures climbed.
And throughout the year, seasonal changes gave us new opportunities to anticipate what people would soon be searching for and what beauty journalists would soon be writing about.
Instead of waiting for journalists to ask for insight, we made sure FalseEyelashes.co.uk’s expertise was already in their inboxes, with a timely story and everything they needed to cover it.
Turning beauty coverage into product visibility.
However broad the story, we never forgot what FalseEyelashes.co.uk actually sold.
A viral make-up look could naturally lead to the lashes needed to recreate it. Application advice created opportunities to recommend relevant products. And dedicated product PR gave us another route into the shopping guides and recommendations people were reading when they were closer to buying.
That meant the strategy could build wider beauty authority and create opportunities to secure commercially relevant product coverage and links.
280+ pieces of coverage, with a backlink in almost nine out of 10
The strategy generated 280+ pieces of coverage, including 245 backlinks, across national, beauty, fashion, lifestyle and consumer media.
That means almost nine in every ten pieces of coverage resulted in a backlink.
And importantly, those links weren't simply about hitting a number. Where relevant, we could connect coverage directly back to the products and pages at the centre of FalseEyelashes.co.uk's business.
And the results went beyond the headlines:
+37% increase in organic traffic
+30% increase in total keywords ranking
+42% increase in branded search traffic
