The Power of Brand Storytelling in the Current Beauty Marketing Landscape w/ Anna Vale
In today’s beauty industry, it takes more than great products to stand out. The most successful brands aren’t just winning on ingredients or performance—they’re winning on connection. And at the core of every meaningful connection is a powerful brand story.
I recently had the pleasure of speaking about this topic with Anna Vale—a trusted colleague and a beauty marketing and PR expert with over 20 years of experience working with iconic brands like Estée Lauder, Clinique, Youth to the People, Crown Affair, and many others.
We first met while working for Provence Beauty and instantly clicked. Probably because we think similarly about building brands and our skills complement each other beautifully—and also because Anna is a remarkably kind and intelligent human being.
In this Q&A, we explore how brand storytelling shapes modern beauty marketing from influencing pitch decks to sparking influencer campaigns. Anna shares practical advice for indie beauty brands looking to stand out, forge connections, and drive growth. As always, our conversation is brimming with valuable insights I know you’ll find helpful. With that, let’s dive in.
In Conversation with Anna
Taylor: Hi, Anna! Thanks so much for being here. I want to jump right in on this topic with our first question: How do you view the role of brand storytelling in the current beauty marketing landscape?
Anna: Having a compelling ‘why’ and story is core to any brand. People are drawn to narratives they can connect with—which is also why community plays a vital role in any beauty brand's ecosystem. Customers want to know what the brand is about and why they should invest in this one over another. Resonance and relatability is more important now than ever before.
T: I couldn’t agree more—you have to know your why. Which leads me to my next question for you: For indie beauty brands, pitching to retailers and investors can feel both exciting and daunting. How does understanding your why and being able to articulate your compelling brand story support those efforts?
A: When you're pitching to retailers and investors, it's imperative to be crystal clear on what the brand is doing that isn't available out there, and what type of white space it fills. Discussing white space is a bit overused, but you need to inspire this feeling in your audience: I see what you're trying to create.
For instance, you could say: I'm going to be the Apple of the hairbrush industry. Then you need to explain what that means—with clear visuals and words that spark curiosity and resonate with the audience you’re presenting to.
T: That’s a great point. You need to be able to clearly articulate your why and then bring it to life.
On that note, you’re known for your 'look up, look down’ marketing strategy, which bridges the gap between digital and physical activations. Can you share more about this tactic?
A: The ‘look up, look down’ strategy was really formed from the way consumers shop. We’re constantly looking down—eyes on our phones, scrolling social media, reading reviews, being targeted with ads, etc.
However, on the flip side, we also know that people are out and about and craving in-person experiences. They're walking to the store, they're walking along the street, and as they're doing so, they're seeing taxis drive by, bus shelters, joining pop-up moments. The “look up” is when one engages with what's going on around, in the moment.
Both are really important for creating an immersive brand experience in the current state of the industry. After all, it takes clients about six to nine interactions with your brand before they’re ready to make a purchase from you. So telling your story across channels and platforms is really important.
T: You have a history in PR, which has always valued storytelling as a core element. How have you seen the role of brand storytelling in PR evolve over the years?
A: PR is a crucial channel for building a strong brand, but it takes time and consistency to see results. While the immediate return on investment might not be apparent, this type of consistent storytelling is a key factor in long-term brand success.
Think of it this way:
The first time your brand story is heard, it's new and attention-grabbing.
The second time, it triggers a sense of familiarity and recognition.
By the third time, you're starting to establish a strong presence in the customer/community's mind, reinforcing your brand message and values.
The goal of PR is to create a consistent and memorable brand identity. To achieve this, it's important to ask yourself: "What do you want people to think, feel, and do when they hear about your brand?"
T: Let’s switch gears a little. Influencer marketing and creator partnerships are key for beauty brands today. What’s the best way to find aligned partners and ensure they deliver content that supports a brand's overall purpose, value, and story?
A: Influencer marketing is a little bit of magic, sprinkled over a ton of data. When you look at the data and insights, you can clearly see the type of community the brand has built, and this guides all of your efforts. I strive to ensure brand alignment while being open to testing creators in different niches—it’s important to review what the partners are authentically talking about and really, really love within their own life.
Ensuring a true brand relationship is important ahead of any partnerships and many brands miss this because this takes time to nurture. By the time the brand moves to a partnership, it shouldn’t be a surprise to their own community.
T: Are there any recent trends, platforms, or tools that you believe will redefine how beauty marketing operates in the next few years?
A: We are seeing some key changes and trends that are already impacting how beauty marketers work.
Making decisions based on data anchored in community metrics is becoming easier with strong community platforms—listening to the community, asking for their feedback, their reviews, their thoughts, collaborating with them so they really are part of the growth of the brand. We're going to see more and more platforms come out to facilitate this relationship.
AI is not new but the way it’s being used to fuel processes, products, and ease to market, will be intensified and help us get to the results quicker. And by that I mean there are platforms that can do social listening for you and present an overview so you know exactly where to hone in on.
T: Final question! What advice would you give indie beauty brands eager to stand out in our saturated industry?
A: Don't compare yourself to other brands and don't try to be like another brand. Be authentically you and remember your why. Comparison is the quickest path to death of a brand. If you don't believe in what you are, your customers certainly won't either.
Key Takeaways
Lead with Your Why: A clear, authentic story rooted in purpose is essential for connection and growth.
Bridge Digital and Physical: Combine online and in-person touchpoints for a cohesive brand experience.
Consistency Builds Trust: Reinforce your story through PR and community engagement over time.
Stay Authentic: Focus on what makes your brand unique rather than comparing it to others.
Thank you so much to my first blog guest, Anna, for sharing her wisdom with all of us. To get in touch with Anna, find her on LinkedIn or via her website annavale.com.
And if you’re eager to create a strategic and compelling brand story, get in touch!