5WPR News

This month, 5WPR had the opportunity to attend HUE Affair 2025 at New York City’s Metropolitan Pavilion, where 5W client Bask & Lather Co. was featured as an exhibitor and partner of the event. Held in honor of Black Business Month, the expo brought together diverse brands, founders, and consumers in a celebration of Black entrepreneurship, economic empowerment, and culturally driven innovation in beauty and wellness. The event continues to grow as a platform for underrepresented creators and companies, offering a valuable space to build community and cultural relevance in an increasingly inclusive marketplace. 

About HUE Affair 

5WPR recently had the opportunity to attend VISION25, a major event hosted by our client WorkForce Software, following their recent acquisition by ADP. The gathering brought together thought leaders and industry experts to highlight how the partnership between these companies is creating new value in the evolving world of HR Tech. 

5W’s Corporate Communications and Technology PR teams are always eager to explore how innovation shapes the employee experience and how businesses can better communicate these shifts both internally and externally. 

Earlier this month, founders, investors, and beauty industry leaders came together in New York City for CADRE Clean Beauty NYC 2025. The event offered a dynamic blend of expert-led workshops, real-world brand insights, and targeted networking opportunities designed to help emerging beauty brands scale with purpose and impact. Below is a recap of standout insights from the 5WPR team in attendance, along with guidance for how brands can translate these lessons into long-term growth. 

Christina Rodriguez and Angie Castro-Patterson representing 5WPR at CADRE Clean Beauty NYC 2025.

At 5WPR, we understand that impactful multicultural marketing requires more than inclusive messaging; it requires inclusive thinking. That ethos was front and center at our latest Happy Hour panel event on April 16th, 2025, “How to Activate in the Multicultural Community,” which brought together powerhouse voices from across the media, automotive, tech, and agency landscapes. 

The conversation featured: 

Ilisa Wirgin, Managing Partner and EVP of Beauty, Health & Wellness at 5WPR, attended BeautyMatter’s FutureFifty event this past Friday – a gathering that brought together forward-thinking minds shaping the future of the beauty and wellness industries. Hosted in partnership with BeautyMatter, this event was a hub of insight, innovation, and inspiration. Here are the top takeaways from the day.

CES 2025 once again proved to be the epicenter of technological advancement, and this year, beauty was front and center as brands unveiled next-level skincare and health tech innovations. The integration of AI into nearly every device demonstrated how the beauty industry is evolving and how beauty PR and digital marketing strategies need to adapt to highlight smarter, more personalized products.

The beauty industry continues to embrace AI-driven solutions, making beauty PR campaigns more dynamic and engaging. From smart mirrors analyzing skin in real time to customized skincare devices, AI-powered products were a dominant force at CES. Skincare branding is now deeply intertwined with technology, offering consumers hyper-personalized experiences that drive engagement and loyalty. Influencer marketing is shifting as creators are partnering with brands to create content surrounding these product offerings.

From real-world experiences to lasting connections to measurable change, this year’s CES was about making an impact. The days of simply showcasing the newest gadgets are over; today’s brands must stand behind their advancements with clear intent. Trust, relationships, and practical applications were at the forefront, shaping how technology is responding to consumers’ needs in more relevant ways. For companies looking to gain press coverage for tech brands, having a well-executed PR strategy is more important than ever. 

This year, home automation took another step forward, with robot lawnmowers and pool cleaners drawing plenty of attention. And when we say pool cleaners, we mean a lot of them. Features like incline navigation, wall climbing, and AI-driven responsiveness demonstrated how these devices are easing the burden of upkeep. Beyond the tech appeal, these innovations give homeowners the freedom to spend more time on what truly matters, family, relaxation, and personal interests. As these products enter the market, strong tech public relations campaigns will be key to driving consumer awareness. 

The 5W Beauty PR, Health & Wellness team was on the ground at Cosmoprof North America Miami, exploring the latest innovations and emerging trends shaping the beauty industry in 2025. Our experience combined firsthand observations from the show floor with insights from the CosmoTrends Report, presented in collaboration with BEAUTYSTREAMS, which provided a curated look at the most forward-thinking beauty concepts debuting at the event. 

Attending the CosmoTrends panel and engaging with beauty brands in real-time allowed us to see these trends not only as industry projections but also as tangible shifts gaining momentum across product categories. From high-tech beauty tools to ingredient-driven formulations and sensorial experiences, here’s what stood out this year: