This is a guest post from Gina Joseph, social media community manager at Cision.
Courtesy of Sherrell Dorsey
This week’s featured blogger knows a thing or two about cosmetics, and perhaps even more about living organically and eco-friendly. Sherrell Dorsey took her two loves and combined them into a career, as founder of the blog Organic Beauty Vixen. We talk to her about her role as a beauty blogger, her training in esthiology from the Aveda Institute, and how to find a niche in the industry.
Q: How has beauty blogging changed since you started in the industry?
A: For one, beauty blogging has definitely elevated its importance in the industry and is more respected now as an actual career. Brands are designing events and previews specifically centered around the beauty blogger, when before they simply sent products and asked for reviews. The role of the beauty blogger has also come with greater responsibility, and the need for well-educated bloggers to know and understand products in detail and offer unique content that engages readers and followers on a deeper level. People want more than just a know-it-all beauty aficionado. They want to relate to you as a person but also respect you as a brand.
Q: What made you decide to incorporate eco-friendly and organic beauty products?
A: I’ve always had an affinity for natural and organic products. Given that over 60 percent of what we put onto our bodies is absorbed by our skin, I believe it is important for us as consumers to know what’s in our products and how they affect our health. I’ve worked in the beauty industry for natural skin care brands and while developing marketing strategies, my role consisted of staying on top of ingredients and research. It became very easy for me to translate the information I was learning about organic ingredients into educating my friends, family and readers on alternatives they could use to become more eco friendly without sacrificing their beauty routine.
Q: What are some tips for bloggers who want to get started in the beauty writing biz?
A: Finding your unique voice is key. There are many people covering beauty and this business can be intimidating. Set yourself apart by creating a niche in the industry that may not be getting coverage on a large scale. Network with other bloggers and editors, attend product preview events and join beauty industry organizations that can help you grow your brand and learn the business side of beauty. Lastly, know your stuff! After college I attended the Aveda Institute and trained in esthiology to learn more about skin care, ingredients, how to communicate with consumers about their skin and the art of makeup application. The education I received was priceless and helped me to take my writing to new heights that allowed me to better connect with my readers.
Q: What are some beauty trends we should look out for this spring?
A: This spring look out for bold eye color statements, fun eyeliners and bright shadow play for ‘look at me’ eyes. Lip colors will run the gamut from nude and simple to bursting berries. Nails this coming season will be toned down a bit with many collections focusing on classic nudes and muted statements with just a hint of flair. Perfect hair will be a thing of the past as the bed-head, messy curls and braided looks take center stage for natural beauty hair styles.
Q: Any tips for PR professionals who want to get in contact with you?
A: I love to receive relevant (and polite) pitches that are in alignment with my values regarding green and organic beauty products, have strong sustainability ties and ultimately coincide with what I typically cover on my blog and within my freelance stories. Publicists and brands should take the time to read my blog and my twitter updates to discover who I am and what I write about. If the brand you are representing has strong core values and initiatives that support communities, causes or people, lead with that to hook me into the brand story.
Q: What are you PR pet peeves, or what is the strangest pitch you’ve received?
A: I loathe receiving pitches that are blatant advertisements of a brand’s product. My philosophy is: “It’s not about you, it’s about my reader and what value you can bring to them.” I want to be wowed with a new story idea, learn something I never knew before or give a new spin to something that’s pretty mundane in the media. I don’t want to read the same sales pitch I receive from every product line out there. Get creative and I’ll be able to share your idea to build a series of stories that can be repurposed for multiple outlets.
Find Sherrell on Twitter and Facebook, and at her website, www.organicbeautyvixen.com.
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