Push The Envelope PR

A HuffPost feature for our client was followed by a sales jump of more than 30% within a day, according to the brand. That result is a useful lens on what our team is seeing right now. This week PTE PR Director Fallon and the team are fielding holiday product call-ins from editors at HuffPost and the New York Post, and pitching gift guide stories at Condé Nast Traveler, Allure and Marie Claire. The timing is deliberate. Editors plan holiday coverage around consumer behavior, and early shoppers start researching gifts in the fall. Gift guides and shopping stories that publish now reach those shoppers first, and they keep collecting readers as the season builds. These stories also carry shopping links. A placement in a holiday gift guide can introduce a product, earn third-party credibility and give readers a direct path to purchase in a single step. For beauty, wellness, fashion and lifestyle brands, that combination of editorial product placement and affiliate PR is a big part of how Push The Envelope PR approaches Performance PR. Brands that want a place in this year's gift guides need to be in front of editors while the stories are still being built. How brands get into editorial roundups and gift guides: https://lnkd.in/d7_4JFbG #holidaygiftguide #beautypr

A retail launch isn't finished when the product reaches the shelf. Shoppers still need a reason to walk into the store and look for it. That was the starting point when our team built MOIRA's CVS launch event from the ground up. We developed the concept, a back-to-school experience called MOIRA Beauty School, and carried it through every piece of the day, from the classroom whiteboard and "Class is in session" standees to a coffee bar menu with drinks like the ExtraCare-amel salted caramel latte and the Pumpkin Spice Scholar. We sourced the space and vendors, built the creator guest list, handled every invitation and RSVP, and managed the event on-site from setup through the final group photo. Each creator sat at a mirrored makeup station while a teacher led the class from the front of the room. The theme gave every creator content they wanted to post, and the "Meet us at CVS" signage meant each of those posts carried the retailer's name and a clear place to shop. Media and influencer events are one part of our Performance PR work at Push The Envelope PR. When one team owns the concept, the guest list and the execution, the product experience and the retail partner can share the same story from the first invite to the last post.

***Another Beauty Award*** This month, our client Rēphr's LC 02 Synthetic Petit Complexion Brush was named Best Bronzer Brush in the Allure Best of Beauty 2026 Awards. It's one of more than 440 awards PTE has secured for clients. Wins like this come from a repeatable process. We identify the award programs and categories where a product has a real case. We time submissions and samples around each program's calendar. And we give editors a clear story about what the product does and who it's for. From there, the product has to perform in testing, which is why we're selective about what we put forward. There's also a newer reason awards matter. When a shopper asks ChatGPT, Gemini or Google AI "What's the best bronzer brush?", AI systems can draw on independent sources like editor-tested award lists when shaping the answer. An Allure win becomes part of the third-party authority surrounding a brand, and that authority can support discoverability across search and AI over time. That's the thinking behind PTE's Visibility Intelligence and Performance PR. We measure an award by what it helps a brand earn next, from editorial trust to stronger discoverability and visibility wherever shoppers are searching.

After two decades of getting media's attention at Push The Envelope PR, we've seen mailers that gain coverage give media a next step. That might be an interview, an event or a founder conversation, anything that turns a sample into an ongoing relationship with the brand. Here, we invite editors to a live Q&A on longevity medicine with Musely founder and CEO Jack Jia and the brand's Chief Science Officer. The product gets someone to try the brand, and the invitation gives them direct access to the people behind the science, which is where the best stories start. For beauty and wellness brands in categories where the science matters, expert access can matter as much as the formula. It builds the editorial trust that shows up in coverage, and credible coverage becomes part of the authority surrounding a brand across search and AI discovery.

When a beauty trend takes off, editors need experts who can tell readers what the science supports. That need is one of the most reliable openings in earned media for doctors and practitioners. Our client Dr. Jeffrey B. Wise, a double board-certified facial plastic surgeon and hair restoration specialist based in New Jersey, was featured in ELLE with expert commentary on exosomes and hair growth. With exosome-based hair serums showing up across the over-the-counter market, ELLE set out to separate fact from fiction and spoke with a dermatologist and two plastic surgeons to do it. Dr. Wise weighed in on where exosomes are derived from and on platelet-rich plasma (PRP). At Push The Envelope PR, expert commentary sits inside our broader earned media and media relations work for beauty and wellness brands. Placing a credentialed voice in a story editors are already reporting builds third-party authority with consumers, and that coverage can become part of what people find when they research a treatment on Google or ask an AI assistant about it. We have more in the pipeline for the holidays, too. Editors at Women's Health, TIME and Byrdie are sampling sleep capsules from our client Fantastic Fungi as they build upcoming holiday gift guides. Our PR manager Enisa walks through both updates in the video below. #beautypr #earnedmedia

Affiliate commission doesn't usually come up in a PR conversation, and for product brands it should. In this week's This or That: PR Edition, Sabrina DiBella's answer was clear: have an affiliate program, Amazon preferred, and offer 15% over 5%. Product roundups, gift guides and "best of" lists are increasingly built by commerce editors working with affiliate links, and a competitive commission is one of the things that makes a product easier to include. It sits alongside the fundamentals Sabrina ran through in the same 60 seconds, like pitching one product instead of the whole brand, sending better pitches to the right journalist and pitching what customers are searching for. Her last answers point to where earned media is heading. Vogue saying you're the best outweighs your own website saying it, and between a Google ranking and a ChatGPT recommendation, she picked both. Editorial coverage is among the sources search engines and AI systems can draw on, which is why our Performance PR work at Push The Envelope PR connects media relations, affiliate PR and AI discoverability for beauty, wellness, fashion and lifestyle brands. All 13 answers are in the video. #beautypr #affiliatepr

Products don't land in Prime Day roundups by accident. They get pitched, sampled and put directly in front of the editors building those lists, usually weeks before the sale goes live. That's the thinking behind Push The Envelope PR's #PTEBOX: a curated product mailer we send directly to commerce editors at outlets like Wirecutter, People, InStyle and Us Weekly ahead of major Amazon sale events. Our July Prime Day mailer targeted 30 top-tier commerce publications and generated 64 placements across just 10 brands — real published coverage that put products in front of readers actively shopping the sale. One client reported $55,000 in sales tied to a single Prime Day placement. For Amazon-forward beauty and wellness brands, this is Performance PR at work: earned media and affiliate commerce pointed at the same outcome, connecting editorial recommendation to measurable purchase intent. We're accepting a limited number of brands into our next #PTEBOX ahead of the upcoming Prime Day. Commitment deadline is September 25th. Learn more: pushtheenvelopepr.com #AmazonPR #AffiliateCommerce #PerformancePR

There is a whole genre of cheat sheets going around explaining how to rank on ChatGPT, and nearly all of them send brands back to their own website. We built ours differently, because the instruction that matters is the opposite one. When a shopper asks an AI assistant which product to buy, the answer is assembled from what the wider web already says about that category. Editorial roundups, reviews, best-of lists, award programs and retailer pages carry weight in that mix precisely because a brand does not control them. No amount of page restructuring replaces that. Five steps we'd give any founder: Ask ChatGPT, Gemini and Perplexity what they recommend in your category, and note which brands come up. Look at what those answers cite. Earn your way into those sources through editorial coverage, product roundups, awards and commerce editorial. Make the product easy to recommend once it gets there. Consistent naming, clean product pages, affiliate and retailer readiness. Recheck every quarter. Sources shift, so answers shift. That is the work behind our Performance PR approach for beauty, wellness, fashion and lifestyle brands, and it is why we treat AI visibility as an earned media problem rather than a website problem. More on why AI recommends some brands and not others: https://lnkd.in/eaUC8sHh #aivisibility #beautypr

Not all press hits are the same kind of win. This week alone, our clients showed up in six different ways: an Amazon best-sellers roundup, a back-to-school beauty guide, an Allure staff pick, a Newsweek Readers' Choice Award, a Cosmopolitan trend feature, and a Happi feature on fall fragrance. An award signals independent, third-party validation. A roundup connects a product to a shopper who's already comparing options. A staff pick carries the personal credibility of an editor's own voice. A trend feature puts a brand inside a larger cultural moment. At Push The Envelope PR, our Performance PR approach treats these as different tools for different jobs — not interchangeable "wins" to count and move past. Recognized brands this week include Alpha Skin Care, EssenHerb, LilyEve, Mooncat and Archipelago Botanicals, across beauty, haircare, nail care and home fragrance. Each placement adds a distinct layer to a brand's authority — and that authority compounds. #EarnedMedia #PerformancePR #BeautyPR

Why do some products consistently make it into editorial roundups, “best of” lists and gift guides while others get overlooked? For beauty, wellness, fashion and lifestyle brands, earning editorial product placement increasingly requires more than simply sending a great pitch. Affiliate relationships, commission structure, product positioning, media relationships and third-party authority can all influence which products editors choose to recommend. At Push The Envelope PR, our Performance PR and Visibility Intelligence methodology connects earned media, affiliate PR, digital PR and AI discoverability. And that connection is becoming increasingly important. When consumers ask ChatGPT, Gemini, Perplexity or Google AI questions like: → What are the best vitamin C serums? → What are the best beauty products on Amazon? → What skincare products do experts recommend? → What are the best holiday gifts for women? AI systems need trusted third-party sources to help determine which brands and products deserve to be recommended. Editorial roundups and “best product” lists can become part of that authority ecosystem. In our latest article, we break down how brands can improve their chances of earning editorial roundups, affiliate placements and gift guide coverage—and how those placements can strengthen Google visibility, AI visibility and Generative Engine Optimization (GEO). Read the full article: https://lnkd.in/d7_4JFbG #PerformancePR #BeautyPR #AffiliatePR #DigitalPR #AIVisibility #GenerativeEngineOptimization #EarnedMedia #ProductPR