5WPR News

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: 

In beauty PR, events are most impactful when they offer exclusive experiences or insights that can’t be delivered via email. Whether it’s a product launch, company announcement, or relationship-building opportunity, events should create lasting impressions and add meaningful value. By aligning your event with a clear purpose, you can strengthen your brand’s presence and resonate with your audience.

Each event type offers unique benefits, allowing brands to connect with their audience in meaningful and memorable ways.

Email marketing remains a potent tool for SaaS businesses to nurture leads, convert trials, and foster customer engagement. By implementing strategic email campaigns, companies can cultivate strong relationships with an audience and drive significant business growth.

Email marketing offers several key benefits for SaaS businesses. Email allows companies to nurture leads throughout the sales funnel, providing them with valuable content and information. Effective email campaigns can encourage trial users to become paying customers by highlighting the product’s benefits and addressing their concerns. 

5WPR’s Senior Vice President & General Manager of 5WPR Miami, Carolina Gartenberg, had the opportunity to attend the Miami Tech and Innovation conference hosted by Calcalist earlier this month. The one-day event brought together thought leaders, entrepreneurs, and investors to discuss the burgeoning tech scene in Miami and the groundbreaking innovations emerging from Israel—a nation navigating the complexities of a still-active conflict.

One standout remark from the event was by Bruce Taragin, Managing Director at Blumberg Capital, who succinctly summed up the case for investing in Israeli tech: “Brains, Brains, Brains.” His sentiment was evident throughout the conference, which showcased technologies like autonomous tractors from BlueWhite, transforming the AgTech industry, and innovative real estate solutions capitalizing on Miami’s rapid growth.

As K-beauty continues its rise in popularity worldwide, more Korean beauty brands are expanding into the U.S., aiming to reach beauty enthusiasts and gain traction in a competitive market. However, a successful launch requires more than just exceptional products—it demands a strategic PR approach that captures audience attention and builds sustained loyalty. Partnering with a PR agency like 5WPR can be pivotal for K-beauty brands looking to stand out. Here’s why a PR strategy matters and how it can help brands flourish stateside. 

Breaking Through a Saturated Skincare Market 
With countless skincare and beauty products on U.S. shelves, capturing consumer attention is challenging. 5W’s beauty & wellness team elevates brand awareness for K-beauty brands through tailored media relations, influencer programs, brand ambassador procurement, celebrity partnerships, and experiential activations. This multi-pronged approach creates buzz and ensures K-beauty products reach potential customers across multiple touchpoints. As reported in Business of Fashion, K-beauty is no longer seen as a fleeting trend but a full-fledged product category, making strategic marketing essential.