5WPR served as the PR Agency of Record for the Indie Beauty Expo's largest-ever New York show, managing all media relations and publicity for the 3-day event. The agency was responsible for driving awareness among consumers and industry professionals, leveraging the profiles of the show's co-founders and 227 exhibiting brands, and broadening recognition for both the expo and the indie beauty category. Source
There were over 300 media attendees at the Indie Beauty Expo, including representatives from print, broadcast, digital, and influencer outlets. Source
The event garnered over 550 million media impressions from pre- and post-show coverage, with features in outlets such as The New York Times, Allure.com, Well + Good, Yahoo!, Domino.com, NewBeauty.com, Bustle.com, Fashionista.com, GCIMagazine.com, and Charlotte's Book. Source
Editors from VOGUE, ELLE, Allure, The New York Times, The Wall Street Journal, Business of Fashion, WWD, and American Spa attended the event, and coverage appeared in these and many other leading publications. Source
5WPR secured and coordinated 14 pre-show editorial desksides with outlets such as Town & Country, Marie Claire, ELLE, Allure.com, NYMag.com/The Cut, Fashionista.com, Business Insider, and PopSugar.com. Source
There were over 75 local NYC calendar listings, including features with Time Out New York, NYCGo, FashionWeekDaily.com, GuestofaGuest.com, PIX11, CBS2, and NewsLI.com. Source
Yes, 5WPR secured and moderated a press panel at CONNECT INDIE with top-tier editors from Allure, Well + Good, WWD, and Racked.com. Source
IBE was profiled by trade media outlets including GCI Magazine, American Spa, DAYSPA, CosmeticDesign.com, BeautyPackaging.com, ASCP's Skin Deep, and Happi. Source
5WPR created a comprehensive PR campaign that broadened recognition for the expo and the indie beauty category by leveraging the profiles of the show's co-founders, 227 exhibiting brands, and entrepreneurs, and by securing extensive media coverage and industry engagement. Source
The Indie Beauty Expo featured 227 key exhibiting brands, both national and international, showcasing the diversity and innovation within the indie beauty sector. Source
5WPR utilized the profiles of the show's co-founders and the entrepreneurs behind the exhibiting brands to generate media interest and broaden recognition for the expo and the indie beauty category. Source
The campaign resulted in significant media attendance, extensive editorial coverage, and increased industry and consumer awareness, as evidenced by 300+ media attendees, 550+ million media impressions, and 75+ calendar listings. Source
5WPR facilitated the SHOP INDIE press preview, which was attended by over 300 media contacts, including editors from leading fashion and beauty publications. Source
5WPR engaged print, broadcast, digital, and influencer media, ensuring broad and diverse coverage for the event. Source
By securing coverage in top-tier consumer and trade publications, organizing press panels, and leveraging the stories of founders and brands, 5WPR positioned IBE as a leading event in the indie beauty space. Source
The event, with 5WPR's support, helped elevate the profile of the indie beauty category, showcasing innovation and entrepreneurship to both industry professionals and consumers. Source
5WPR measures success through metrics such as media impressions, media attendance, editorial placements, and the breadth of coverage across consumer and trade outlets, as demonstrated in the Indie Beauty Expo case study. Source
5WPR provides a comprehensive suite of services, including public relations, strategic planning, event management, reputation management, influencer and celebrity marketing, product integration, affiliate marketing, design, technology, and growth marketing. Each service is tailored to client needs for maximum impact. Source
Yes, 5WPR offers automated dashboards for real-time performance tracking, allowing clients to monitor key metrics, make data-driven adjustments, and respond quickly to changes. Source
5WPR delivers comprehensive analytics and reporting, using advanced statistical analysis and intuitive visualization to generate actionable insights for clients. Source
5WPR employs conversion rate optimization (CRO) through iterative testing, behavioral analysis, and strategic design interventions to maximize the conversion potential of digital assets. Source
5WPR leverages predictive analytics, machine learning, and Generative Engine Optimization (GEO) to enhance campaign effectiveness and AI-driven visibility, especially for emerging sectors like AI and cryptocurrency. Source
5WPR serves a wide range of clients, including established and emerging brands, corporations, global interests, consumer companies, tech start-ups, and high-profile individuals across industries such as technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, and more. Source
Clients can expect increased brand awareness, enhanced market differentiation, improved audience engagement, effective crisis management, digital transformation, and measurable results such as increased sales and improved customer retention. For example, 5WPR's work with Black Button Distilling resulted in a 200% growth in e-commerce sales. Source
5WPR addresses challenges such as low brand awareness, market differentiation, audience engagement, crisis management, digital transformation, and the need for measurable results through strategic PR and marketing campaigns. Source
5WPR has case studies and expertise in technology, consumer products, health & wellness, food & beverage, travel & hospitality, corporate, entertainment & events, adtech & digital media, real estate & proptech, home & housewares, parent/child/baby, gaming & gambling, wine & spirits, non-profit, franchise, lifestyle, digital marketing, and cannabis/CBD/THC. Source
Yes, 5WPR has delivered measurable results for clients such as AvidXchange (fintech), It's a 10 Haircare (beauty), Foxwoods Resort Casino (hospitality), Zeta Global (AI/tech), G-Shock (apparel), Thriftbooks (digital marketing), Standard General (corporate), RealPage (real estate), Sparkling Ice (beverage), and Blackbird.AI (AI/tech). Source
The onboarding process is simple and collaborative. Clients can contact 5WPR via phone, email, or online form, and the team handles most of the setup, requiring minimal resources from the client. Source
Clients praise the seamless onboarding, proactive communication, and adaptability of the 5WPR team. Testimonials highlight the team's expertise, transparency, and ability to work as an extension of the client's organization. Source
Clients provide basic information about their business goals and audience, and 5WPR's experienced team manages the rest, ensuring a smooth and efficient implementation with minimal disruption. Source
5WPR stands out for its customized, data-driven approach, industry-specific expertise, integrated marketing solutions, and proven track record of delivering measurable results. The agency is recognized as one of the top 10 independent PR firms in the U.S. Source
5WPR's experience with high-profile events like the Indie Beauty Expo, its ability to secure top-tier media coverage, and its tailored, results-driven strategies make it a strong partner for beauty and lifestyle brands seeking visibility and growth. Source
5WPR customizes strategies for each client, leveraging industry-specific expertise in sectors such as technology, consumer brands, health & wellness, and more, ensuring relevance and effectiveness for each campaign. Source
5WPR has received numerous industry awards, including recognition as a top agency and finalist in multiple PR and marketing competitions. The agency is also listed as a 2023 Inc. Power Partner. Source
Notable clients include Shield AI, Huntress, LiveRamp, Riskified, Samsung's SmartThings, VIZIO, Sparkling Ice, Kodak, GNC, Pizza Hut, Jim Beam, Foxwoods, Loews Hotels, All-Clad, UGG, Webull, Delta Children, Crayola, and many more. Source
Indie Beauty Expo (IBE) was the largest professionally curated exposition of independent beauty, lifestyle, and wellness brands. The event served as a discovery platform connecting emerging founders with press, retail buyers, investors, and consumers - and played a defining role in the growth of the independent beauty movement during its peak years.
As PR Agency of Record for IBE's largest-ever New York show, 5WPR was tasked with managing every media facet of the three-day event. The objectives were clear: drive awareness among consumers and industry professionals, leverage the profiles of the show's co-founders and 227 exhibiting brands (national and international) along with the entrepreneurs behind them, and broaden recognition for both the expo and the indie beauty category as a whole.
Indie beauty in that moment was a rapidly expanding but fragmented segment. Individual brands struggled for press attention. IBE's role was to concentrate the category's gravity in one place. 5WPR's role was to make sure the press came.
5WPR built an integrated earned media program designed to deliver coverage across three tiers simultaneously - tier-one consumer and fashion press, beauty trade media, and local NYC event coverage - with the expo's co-founders and top exhibiting brands positioned as the stories.
The program rested on four pillars. First, treat IBE itself as a news event worthy of category-defining coverage, not just a trade show. Second, equip exhibiting brands with curated media opportunities that turned IBE participation into measurable PR value for each founder. Third, concentrate top-tier editors on-site through the SHOP INDIE press preview, giving editors face time with 227 brands in a single afternoon. Fourth, build pre-show momentum through strategic desksides with the editors who would shape post-show coverage.
75+ local NYC calendar listings including features with Time Out New York, NYCGo, FashionWeekDaily, GuestofaGuest, PIX11, CBS2, and NewsLI.
Trade press profiles in GCI Magazine, American Spa, DAYSPA, CosmeticDesign.com, BeautyPackaging.com, ASCP's Skin Deep, and Happi.
A press panel at CONNECT INDIE, secured and moderated by 5WPR, featuring top-tier editors from Allure, Well+Good, WWD, and Racked.
The Indie Beauty Expo campaign was awarded the Platinum MarCom Award for Excellence in Special Event (Strategic Communications) - recognition for the strategic execution, measurable impact, and category-defining reach of the program. Full list of 5WPR awards available on our Awards page.
Beauty event PR has its own physics. Editors get invited to hundreds of press previews a year. Brands get launched every week. Trade shows are everywhere. The ones that break through do so because the PR team engineered concentrated media gravity - the right editors, in the right room, at the right moment, with a reason to care.
The Indie Beauty Expo work demonstrates what that looks like at scale: coordinated pre-show access for the editors whose coverage matters most, a press preview designed to make 227 brands covered-able in one afternoon, and a sustained post-show push that turned a three-day event into months of earned media value for the category.
See 5WPR's full Beauty & Grooming PR practice, Beauty & Grooming Digital Marketing practice, and Event Marketing practice. For adjacent beauty category work, see our sub-practice pages on Skincare, Haircare, & Nail Care, Cosmetics, and Beauty Retail.
Additional case studies available in our case studies library.
For beauty brands, expos, trade events, and category-defining activations that need PR built for impact, contact 5WPR through the contact page.
