5WPR Ask the Pro Series: Industry Insights from Nydia Figueroa-Cabrera

5WPR recently sat down with celebrity makeup artist Nydia Figueroa–Cabrera for a candid conversation on PR and the beauty industry. You can read the full interview here.

From her expert insights, we’ve pulled together five actionable insights for brands to consider implementing in their beauty marketing plans.

1. Build Authentic Relationships: Brands should focus on cultivating genuine, long-term relationships with their key audiences, whether it’s professional makeup artists, influencers, or consumers. Personalized interactions—like checking in, celebrating milestones, and offering thoughtful gestures—demonstrate care beyond transactional engagements and build lasting loyalty. 

2. Tailor Strategies for Different Audiences: Rather than a one-size-fits-all approach, it’s essential to segment outreach for different groups. Pro makeup artists, for example, value education and product expertise over influencer-style engagements. Events, content, and communications should be tailored to the unique needs and motivations of each audience. 

3. Embrace Inclusivity and Research: A brand’s commitment to inclusivity should be backed by thorough research and understanding of the needs of diverse audiences. This means developing products, like shade ranges, that genuinely cater to all skin tones and undertones. Inclusivity that feels genuine, not tokenistic, will foster trust and credibility. 

4. Focus on Education and Expertise: Educational content and hands-on demonstrations are crucial in establishing a brand as a trusted source of knowledge. Offering clear, practical tips, tutorials, and innovations will engage professionals and enthusiasts alike, building expertise and fostering brand loyalty. 

5. Engage with Communities and Networks: To deepen connections and credibility, brands should actively collaborate with professional communities and networks. Hosting workshops, summits, or forums that directly address the needs of these groups shows a brand’s dedication to supporting its key audiences and reinforces its role as a thought leader in the industry.