With a host of designers unveiling their A/W 2011 collections one brave trend seems to be making waves on the runway and is set to invoke panic amongst even the most dedicated followers of fashion. The minus mascara' look has already appeared in the Miu Miu and Valentino shows with the emphasis being placed on strong use of eye liner and bold use of colour. The Lash-less runways of A/W are certain cause a stir amongst beauty lovers, offering a new and startling way of emphasizing the eyes. However, effective public relations will need to be carried out by make- up brands who are looking to capitalize on the trend and launch products such as vibrant eye liners and bold eye palettes.
When a trend such as this emerges, it provides an excellent opportunity for the beauty industry to work creatively, stepping away from the norm and opening the doors for more daring looks to make a big impact. Many women are set in the habit of wearing mascara and view its application as part of their essential everyday routine, therefore it is the job of Beauty PR consultants to re-educate women through media relations suggesting that loading up with lashings of mascara is not the only way to dazzle.
There are a number of ways in which publicity agents working within the beauty industry can reach their nervous audience of females for whom applying mascara is as important to their daily regime as brushing their teeth. Get the look' is an excellent way of show casing new make-up trends without the catwalk edge, detailing how normal women can look fantastic with innovative high fashion looks on a budget. High street versions of high fashion looks work well in magazine spreads where readers can get inspiration and learn how to incorporate attention grabbing shades such as Violet and Tangerine into an attainable commercial look.
Another way in which Beauty PR can be effective in steering its audience towards new products and away from tradition is through the use of celebrities. Many women will see images of models at catwalk shows displaying the latest make-up trends but feel that these looks are unachievable for mere mortals. However, when a well known face is pictured and linked to a particular trend women are more likely to respond positively; and this is something that public relations professionals can pick up on and utilize in the media in order to capture the attention of the masses.