Category Archives: Fashion PR

Give a Little to Get a Lot: User-Created Content

About a week ago, I received this tube of public relations in the mail.


So, it’s not actually a tube of public relations, but this is a prime example of a growing trend in fashion/beauty PR companies.

I received this free tube of mascara from Rimmel that’s not even available to the public yet. What’s the catch? Nothing, except that if I wanted to create a YouTube video or blog post about my experience using the product for a chance to be featured in future Rimmel promotions with the added bonus that they’ll send me even more free products.

So I get a free tube of mascara and if I tell people what I think about it I’ll get more products AND be in Rimmel’s promotional material? Sounds pretty good for only having sent them the address of where I wanted my mascara sent to.

What people who receive free products don’t realise is that they are actually becoming ‘workers’ for the sponsoring company– specifically as content creators.

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Brett Ashley Bridges

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