The face of boutique beauty PR is changing fast. As agencies respond to the evolving needs of their clients, some are joining forces to offer a formidable, multi-faceted package. “Clients are looking for our input beyond PR,” Lauren Kahn, PR veteran, tells CEW today. “Pitching plays a key role, but we are doing so much that was considered out of scope even five years ago.” Kahn partnered with fellow publicist Jen Bickerton to launch Intersection Communications earlier this month. Read more in our special report, which also spotlights other PR executives who have formed company collabs, including Nancy Behrman, CEO of Behrman-Cesa Communications; Andrea Mennella, Founder and CEO of AMD-PR; and Danielle Zacharia, Founder of DAZ Public Relations.

Speaking of the power of a good PR strategy, new data from Mintoiro reveals that consistency and high-quality creative content are moving the needle right now. The firm measured beauty brands’ engagement on Instagram through January 2024, reporting that top performers upload 20 to 30 posts to their feed each month. “I don’t see a huge return among brands posting more,” said Jennifer Carlsson, founder of Mintoiro, which hat-tipped Sol de Janeiro (in the top spot) and Rhode as strong performers. Hailey Bieber’s beauty brand also hit headlines this week by venturing into the lifestyle arena, with the release of an iPhone case designed to stash its peptide lip tint or treatment.

In executive news, Dr. Suzan Obagi has been named Obagi Cosmeceuticals’ first Chief Medical Director. She will be closely involved in product development, research, portfolio refinement and educational programs. Meanwhile, Ulé—the French skin care company owned by Shiseido—is one of the first beauty brands to launch digital product passports. Yesterday, it revealed that the new C-Bright serum comes with a passport detailing its ingredient composition and manufacturing processes.

In brick-and-mortar news, Nordstrom’s flagship Beauty Haven in Bellevue, Washington, is opening its doors to a Drybar and Amazing Lash Studio.

Catch up on these and other stories at the links below.

The Changing Face Of Beauty PR. The boutique PR executives who have joined forces to meet clients’ fast-changing needs. (CEW)

Mintoiro Reveals Instagram’s Beauty Success Stories. High-quality creative content and consistency are key, the firm reports. (WWD)

Rhode Launches i-Phone Case. Hailey Bieber’s brand has dropped a phone case that holds the brand’s peptide lip tint or treatment. (COSMETICS BUSINESS)

The Lip Bar Launches Grant Program For BIPOC Entrepreneurs. The company’s Bawse Ventures program will support the next generation of BIPOC entrepreneurs. (BEAUTY INDEPENDENT)

Passports, Please, For Ulé.  Shiseido’s French skin care brand is one of the first to launch digital product passports. (GLOSSY)

Dr. Suzan Obagi’s New Role. Obagi has been named the brand’s first Chief Medical Director. (MARKETWIRE)

Drybar and Amazing Lash Studio Enter Nordstrom’s Beauty Haven. The beauty and wellness franchise portfolio company WellBiz Brands Inc. is bringing Drybar and Amazing Lash Studio to the store in Bellevue, Washington. (HAPPI)

Unilever’s Olivier Gael Unpacks The Beauty Investment Landscape. Unilever Ventures focuses on supporting founders with strategic capital brand investments, commerce and B2B/enterprise technologies. (BEAUTY MATTER)