Why Small Brands Don’t Get Media Coverage | The Healthy Beauty Project -by Todra Payne

This  morning I awoke to the nastiest, most personally insulting email I’ve ever received. It did not come from an enemy (which I try very hard not to have) or a jilted ex lover. It came from a soap brand owner.

I’ll explain why in a minute…

Because of my background as a celebrity makeup artist and my time spent researching natural beauty, I have lots of opportunities to recommend natural and non-toxic beauty brands for TV shows,  magazine articles and celebrity gift bags.

So…this week I was asked by a national green magazine to recommend some soaps and shampoos for an upcoming print article. I decided to crowd source it through my FB page and my green social network. Because it’s fun to get the input of other natural enthusiasts. And because I haven’t tried every single brand on the market. I’m open to learning about new products and information.

Lots of recommendations poured in from our readers (thank you, by the way) and I meticulously went through websites to find products that fit what was  needed. The next step was to contact brands and tell them they’re getting FREE NATIONAL publicity.

All of the big name players responded immediately with a Thank You, photos and request for an address to ship product overnight. I also contacted a smaller natural soap brand because I like to support small hand made businesses.  I requested the usual hi res photos of the product and one sample – in this case a BAR OF SOAP (not a $95 face cream) to be sent to the editor of the magazine (not to me personally).

The first email response from the company said they were declining to be included, but it was relatively a polite email. Except for one line about being curious as to why I would recommend them since I’ve not tried their product. How did they know I haven’t tried their product? I did not say I’d never tried it.

I wrote back, explaining the crowd sourcing technique and said I was baffled as to why they’d not want the exposure, as well known brands such as Aveda send us press kits and products asking if we’d like to include them in articles. I was saying that I’d think if this was important for big brands with national name recognition, I’d think smaller brands would seek it out even more. Still, the email exchange was cordial, so I thought.

Then I got this back…

Hello Todra,

The reason I did not “jump” is because I really am the “real deal”! I am much more interested in the quality of the products I produce and the positive, successful results of my users, than the possible exposure in a national magazine through a mis-represented article, based solely on second and third hand rumors about the product’s performance.

Furthermore, I would, expect to see some sort of outline or draft about the article and the other brands that would be mentioned. I would not want to be listed with Aveda, as their “natural ingredients” in no way assimilate an actual “All Natural Product” ingredients list!
This email is merely a solicitation from a up-start blogger (healthybeautyproject), not from a national magazine. You did not provide any actual shipping address, of the magazine or the editor’s name, letterhead, etc. I’m sure you’re getting bombarded with free stuff from small naive businesses, hoping for you to single handedly “put them on the map”!

I forgive you. (huh??)

In my opinion, much more public image damage could be possible by associating our company with ignorance and lack of knowledge of “True” natural products, in an article, if it even exists, or ever comes to fruition, than our course of steadily building a repeat loyal customer base (20K+ in 1st yr) and calculated website growth (200,000 hits in 6 mos) has built.

I write this response, not in a spirit of argument or to cause strife or insult, but to possibly get you to slow down and think about using your website influence in the right direction, not just to get to the top first. I would love to see you join our goal of educating people to become responsible for reading and researching label ingredients, not just trusting someone who said; oh, this is good or oh, that’s good!

There are many who will not inquire for themselves and simply trust what you print; there is a great responsibility there and you should not take that lightly. It requires a responsible, dedicated effort and self education to find true natural products formulated with beneficial ingredients. Asbestos is all natural, but I do not want to breathe any!
The large chemical companies offer free “promo packs” to anyone that can make fog on a mirror! Aveda is really a branch of Estee Lauder. They, for the most part, do not even list the product ingredients on their website! I may be waaaaay to Korny for you to comprehend, but with a blog named; “healthy” beauty project, I hope I have stirred a desire in you, to learn, before speaking. Even with the most heart felt desire to do the right thing, there are so many “Natural” products out there that are full of the same ‘ole chemical cocktails!!!

You must trust no one, but yourself, before printing what products are good, but that may be where you and I differ, because ENS really is the “real deal”! You’re very welcome for my time, I only hope I made a difference.
Thanks,

Wow. I’m completely in shock.

Trying to feature them in a magazine unleashed this kind of fury.

Many times when I suggest smaller brands to magazine editors or writers, they cringe. I get it now. If any of them have gone through this just once, I totally understand why they want to stick with big brands that have PR firms and marketing savvy.

I’m glad to report, not all small brands behave like this. Thankfully.

I need a glass of red wine.

Soap photo by Africa