In the Polish market, there are approximately 1200 cosmetic companies. According to the Polish Investment and Trade Agency survey “The Cosmetics Sector,” in terms of value, the Polish cosmetics market ranks 5th in the EU and it’s dynamically growing. Poles are spending more on beauty products – buying domestic cosmetics both from Polish manufactures and foreign ones (e.g., French or Korean).
Does this mean that new foreign brands have no chance compared to cosmetic products that are made in Poland? Absolutely not! As an experienced advertising agency, we support such brands on their way to the shelves of Polish drugstores and pharmacies every day. However, you cannot do without a good Polish PR strategy.
Here are 9 best public relations practices for the cosmetic market in Poland that you should take into account in your business!
Table of contents:
- Creating a brand personality
- Ambassadors and brand faces
- Skincare and make-up influencers
- Media relations in the beauty sector
- Press releases
- PR samples and packages
- Instagram – the most important communication platform
- Creating an expert image
- Event sponsorship
- Taking advantage of current trends
1. Creating a specific brand personality
Stand out or die – that, in a nutshell, is the practice of building a strong brand personality. Competition is constantly growing and there is no point in fighting it. What is more, Polish cosmetic producers are not lagging behind and are constantly analysing trends, introducing products and ingredients that are currently in demand. Instead of being afraid of them, it is better to focus on what you can do to stand out. And the stakes are high – the popularity of cosmetics (especially skincare) is beginning to grow tremendously in Poland.
There are many tools to build a brand’s personality in the beauty industry – from the colour scheme of the website, through the logo, the look of the packaging, the atmosphere of the feed on Instagram, the way of addressing the audience or the choice of media in which sponsored articles appear, to such seemingly trivial issues as the outfits of salespeople in stationery shops or the bags in which PR packages are packed. All this must form a coherent whole. It is therefore important that PR specialists work closely with both the marketing department and the production and sales departments.
Importantly, the nature of the brand on the Polish market may (and sometimes should) may differ from how the brand is positioned on other markets in Europe. It is always necessary to keep in mind the current trends and characteristics of the audience from a given place on the globe. When developing a PR strategy one should always start with a classic SWOT analysis and list a few adjectives that will forever be part of the brand identity (e.g. allergy safe brand, very sweet and feminine brand, bold brand).
Source: https://www.instagram.com/resibobynature/?hl=pl
2. Ambassadors and brand faces
When thinking about ambassadors or faces of cosmetic brands, influencers are often the first to come to mind. Indeed, there are quite a few of them in Polish social media. According to the DDOB website statistics, Weronika Sowa (Wersow), Lexy Chaplin, Julia Wieniawa, Sylwia Przybysz, Julia Kostera, Natalia Karczmarczyk i Aga Grzelak are currently the most popular in Poland. Even younger audiences (i.e. Generation Z) can be reached through TikTok and influencers who are leading the way on this platform – for example Maria Jeleniewska, Marlena Sojka and Sabina Pawlik.
However, ambassadors do not have to be influencers known from social media. Depending on the target group, actors, celebrities, athletes, musicians, and even people respected in the industry – cosmetologists or editors of industry magazines – can become ambassadors or the face of the brand. It is worth being tempted by such cooperation. A well-known (and, above all, valued by your target group) name allows you to reach the brand more widely and make it gain a few trust points in advance.
Magda Popławska – new brand ambassador for AA Cosmetics
3. Skincare and make-up influencers
Working with influencers is not just about big names, large reach, and ambassador programs. It’s also worth investing in individual, short campaigns and product placements.
In the beauty sector in Poland, there are plenty of influencers – both big ones and micro or nano influencers. When looking for creators to collaborate with, we recommend matching their content as closely as possible to your brand. Some creators specialize in facial skincare, while others are known for bold makeup looks.
According to the Influencer of the Year 2024 ranking by the Wizaż portal, popular skincare influencers include Martyna Grzenkowicz (Peachee.me), Aga Dziarnowska (Istotacery), Iza Skórka (Bindsapphire), and Karolina Zajas. In the makeup category – nataliaskyx, Weronika Białek, Klaudia Kempska, and Dariusz Różalski.
We suggest, however, that you approach the subject with caution: send products for testing, give time to check how the cosmetics work and consider whether such a person wants to enter into cooperation. The influencer will only be credible if they sincerely recommend the product or the brand. Polish customers are particularly sensitive to this.
4. Media relations in the beauty sector
Nowadays, media relations do not only mean traditional communication channels, such as television or printed press – although, of course, luxury magazines or guest appearances in breakfast programmes will be very effective PR tools in the cosmetics industry. Nowadays, journalists are also active online – on industry or strictly women’s portals, as well as in social media. Whether or not you want to appear in print media and television, a strong media contact strategy (including digital media) is an extremely important element of good public relations in this industry.
How do you get contacts in the industry media in Poland? There are several solutions to this. You can purchase a ready-made list of media contacts, create a PR list yourself or start working with an experienced agency that will do it all for you. We recommend the latter option – especially if you represent a foreign brand and have never operated on the Polish market before.
Acquiring media contacts and creating a media relations strategy is not everything. You also need to know how and when to communicate with them, as well as what materials to provide them with.
A few tips from us:
- Try to reach specific journalists directly, rather than hitting general inboxes of editors or departments.
- Send visually appealing press releases – with photos or information on how the active ingredients work, presented in an easy-to-read format (e.g. colourful tables or infographics).
- Create an online newsroom where you can post all relevant information about your brand that might be of interest to journalists.
- Invite journalists to events and make sure your representatives always find time to give them an interview.
- Send journalists PR packages with products or product samples to test.
5. Press releases
Especially for new brands, publishing press materials is a necessity to be noticed by potential customers, business partners, and the media. But what and where to publish?
Firstly, press releases related to upcoming novelties, product launches, interesting brand collaborations with influencers, brand-organized events, or event sponsorships. Secondly, information about the brand itself and its products – innovations, technologies, and ingredients used, as well as actions taken by the brand regarding sustainable development, ecology, or corporate social responsibility.
Thirdly – it’s also worth sharing insights about skincare or makeup. Market research conducted in collaboration with external research agencies is also helpful. This content is usually very interesting for journalists, and the media are eager to publish it (often even with links redirecting to the brand’s website). Such materials are of interest to both industry and lifestyle media.
6. PR samples and packages
No one is going to write a eulogy for a brand if they haven’t had the opportunity to admire it in person. This applies to anyone who can have a real impact on how your brand is perceived by potential customers – from journalists to influencers. Most beauty brands use ready-made PR lists. This way, when new lines or cosmetics are launched, a ready-made package of products for testing or samples is immediately sent to the relevant people.
It should be emphasised, however, that this is not classic influencer marketing, but a PR tool. When sending such a package, you cannot expect the recipient to speak positively about the brand. Influencers and beauty journalists receive dozens of them. They usually only mention those brands that have really caught their attention. So here we return to point one, the essence of standing out from the crowd.
When putting together a PR package, remember to personalise it. A leaflet with a dedicated name message is always a nice touch and can make the recipient feel obliged to thank the brand that sent it for the gift. It’s also a great idea to reference a situation from that person’s life in the letter – so it’s important to follow the influencer’s feed.
7. Instagram – the most important communication platform
There’s no denying it – it’s clothing and cosmetics brands that lead the way among business profiles in Polish social media, especially on Instagram. This is mainly due to a similar target group – most beauty reach mainly women. According to the “Digital 2024: Poland” report from DataReportal, in early 2024, 59.7% of Instagram’s ad audience in Poland was female.
They look there for inspiration, pretty pictures, motivation, and information – including skincare or colour cosmetics. So if you’re a cosmetics brand and you’re wondering which social media platforms you should appear on, your first steps should be on Instagram. For many audiences, Instagram is where they communicate with the brand (via Direct Messages).
A huge plus to building your brand’s position and personality on Instagram is the variety of tools this platform offers. Not only can you build a beautiful, colour-consistent feed that will attract aesthetes, but you can also create an expert image through Reels and Insta Stories. Even just the choice of colour theme for photos and graphics, as well as the appearance of models, will have a significant impact on how the brand will be perceived by the audience – not only by customers and promoters (e.g. influencers) but also by competitors.
A colourful and aesthetically consistent feed on Body Boom’s Instagram focuses mostly on pink colour and models (or influencers) with glowy skin
8. Creating an expert image
Building an expert image should be the foundation of your PR strategy in Poland. Why? Because Polish customers (and above all, female consumers) are extremely conscious customers. They are educated on the effects of active ingredients, conscious care, as well as ethical cosmetics with safe ingredients or not tested on animals. You, as a manufacturer, should provide them with this information first-hand. Such transparency is very helpful in building public relations for Poles.
Consciously creating an expert image – of a brand or its owner – is also a great way to become a recognisable voice for the entire industry. It inspires trust, allows you to stand out, and also to reach an even wider group of potential customers with valuable content. How to do it?
There are many ways – from expert articles in the trade press, through interviews, your own YouTube channel, to content marketing in the form of a company blog, or simply sharing knowledge in social media or live events. The communication channel should always be adjusted to how your Polish audience consumes content.
The Basic Lab Instagram profile is not only a place to find cosmetic inspiration but also a tower of comprehensive skincare expertise.
9. Event sponsorship
Sponsoring or participating in beauty-related (but not only beauty) events is a powerful way for cosmetics brands to increase brand visibility, connect with their target audience, and showcase their products to Polish clients. How to stand out from the competition? Design an attractive booth or exhibition space that reflects your brand’s identity and values. Incorporate interactive elements, such as product demonstrations, beauty consultations, laboratory experts or interactive displays, to engage attendees.
Share valuable beauty tips, skincare routines, or makeup techniques that resonate with your target audience and help them purchase cosmetics. This not only adds value but also reinforces the brand’s expertise and credibility. After the event, it is important to evaluate the success by tracking key performance indicators (KPIs) such as foot traffic, lead generation, sales conversions, and social media engagement.
Instagram coverage of the Opole Festival music event, sponsored by the cosmetics brand Eveline Cosmetics
10. Taking advantage of current trends
A solid, well-planned PR strategy is one thing, but reality and changing consumer trends are another. In the Polish beauty world, you can often see how some cosmetics or ingredients gain popularity, while others lose it. Korean skincare can be an example – although a few years ago this trend was dominant among influencers, today it is not talked about much anymore. Another example is niacinamide, an active ingredient that manufacturers have long used in anti-ageing or anti-acne cosmetics. However, its presence was not emphasised in PR messages – consumers preferred to hear about retinol, for example.
Advice from us: constantly follow current trends and adapt to them. How to do it? Nowadays, Polish consumers draw almost all their knowledge about cosmetics from the Internet. It is the Google search engine that will give you the most information about what is currently popular.
And what is hot right now? Here are some of the beauty and make-up trends popular in 2024 in Poland:
- Skinimalism
- Retinoids
- Peptides (especially copper peptides)
- Gua sha massage
- Holistic skincare
- Soft glow makeup
- Baby doll blush
Analysing current trends allows you to better understand Polish consumers and the differences between them and customers from other countries. This allows you to reach your target groups much more effectively.
Are you looking for a group of specialists who could help you develop and implement a full Polish PR strategy for your brand? As a Polish public relations agency we have been providing support to foreign companies who want to conquer the Polish beauty market and make Polish consumers fall in love with their products. If you need us, write to us! We will be happy to discuss your needs.