( ENSPIRE Business ) Founder Shakeema Bouyer Created Pathway To Press Service
ENSPIRE Contributor: Gabrielle Maya
Mattie Clay Branding & Public Relations is celebrating a relaunch with a service model concept that focuses on raising awareness of the science of beauty and cosmetics. Launched in 2012 and created by Shakeema Bouyer, businesses, specifically in the beauty industry, can work with cosmetic chemists and manufacturers to construct a smooth transition strategy for product brands and formulas. With the help of public relations strategies, Mattie Clay Branding & PR produced the Pathway to Press, a service that lists the agency as a vendor with labs and manufacturers.
Bouyer’s mission is to empower businesses targeting the people of color demographic by creating brands that resonate with their audience. Every brand is unique and has a story. Mattie Clay is committed to helping clients tell an authentic story through public relations, building relationships between clients and customers, and increasing brand loyalty and recognition. To begin this process, the clients will begin branding and launching preparation during formulation and production.
To start, project plans can range from 3 to 6 months. When completed, a brand can run a full-scale retainer-based public relations campaign. Mattie Clay will offer digital public relations services to cosmetic chemists, formulators, beauty and cosmetic educators, and emerging brands going through this transition. They can create PR campaigns and media assets to support their ongoing clients. The essential steps in this process can include product placement, press run, pitch pack, product launch through Instagram and Facebook integration, SEO, digital & traditional PR strategies, website and logo design support, lookbook design, product launch event support, press day, and general publicity.
Bouyer will share the creation of Mattie Clay & Public Relations, how it led to the focus on cosmetics, and why they are relaunching the brand. We will also learn about the public relations services offered to clients, including the Pathway to Press services and the steps in PR strategies. Lastly, she will delve into what other clients Mattie Clay works with other than cosmetics and possible future projects.
When did the creation of Mattie Clay & Public Relations start, and how did it lead in the direction of cosmetics?
Thank you for the opportunity to share our journey. I am excited to approach 12 years as a publicist and agency owner. I launched in September 2012 under Queens English PR and rebranded to Mattie Clay Branding & Public Relations in April 2017. My initial focus was small businesses and nonprofits, but beauty has always been one of my passions. Over the years, I have worked with clients in various aspects of the industry, including education, events, and products.
When Clubhouse was new and exciting during the pandemic, I was in a room with all the speakers being Black Female Cosmetic Chemists. It was amazing!!! Something about that evening stuck with me; I just couldn’t let it go. I connected with a few of them for my podcast, Business Over Brunch, and learning about their journeys added another level to my intrigue.
Life has been “lifing,” and I had to step back from the agency for a little over a year. But during that time, I held on to how I could transition into the cosmetics industry in a way that would have a different impact. I have a fantastic mentor, and she helped me complete some research and formulate a plan for my return. We relaunched in June, focusing primarily on beauty products and the cosmetics business – chemists, manufacturers, and educators.
What is the purpose of the relaunch, and how will it differ from the previous launch?
The beauty and cosmetics industry is vast, but often, some of the key individuals aren’t seen. New products emerge daily, but before they become a brand, they must be a concept or a formula. They have to be made and packaged. There is some consultation to ensure the product is used correctly. Those process components don’t always get a chance to share their insights and journeys. This new focus will help bring more awareness to the cosmetics business, particularly for Black-owned brands. I want to share individuals like those ladies from Clubhouse with brand owners who need people like them for the brands “made for us.”
What public relations services are offered to cosmetic chemists and formulators, and how do they benefit the branding project?
Well, public relations is public relations. The primary goal is always to connect the story or insight with the right audience. I could focus on notable publications like ENSPIRE for the human connection or beauty and trade publications for the business connection. For my clients, branding is always built into the approach. The goal is always to share the pitches, connections, and collaborations and align so that we continue to grow visibility.
Tell us about the Pathway to Press service and how it works through Mattie Clay.
The Pathway to Press is another unique aspect of our relaunch. It allows chemists, manufacturers, private label services, etc, to create another resource for their clients. For example, some labs offer branding but don’t provide PR services. Or maybe they only formulate and have no extras. That is where we come in. I have created a funnel for their clients to work with us to build their brand identity and messaging launch publicity details and media assets, among other things. It is project-based and ranges from 90 days to 6 months. We recognize that some new brands may not have a $15,000 retainer for six months or longer, so we give them some tools and resources to get started. After the project ends, the client can retain us as their PR firm.
Please share the step-by-step process of Mattie Clay and PR’s strategies for showcasing every brand’s authenticity in the cosmetics industry.
One thing I love about PR, especially within the beauty and cosmetics industry, is the ability to step outside the box. Each approach for each client will be different. What is consistent for all our clients is connecting “the why” as part of the brand story, connecting with a community or cause based on their interests so that the connection is organic and not just for business.
Does Mattie Clay & PR solely work with cosmetics businesses? If so, why is the cosmetics industry the key focus of your services?
Our primary focus is to work with clients in other industries. I have always had a nonprofit or cause-based client, as service is a part of who I am. However, I have always chosen not to operate within sports, entertainment, or politics. A little-known fact is that I started my agency after gaining some post-college experience working with a gospel artist.
We also offer writing services, including bios, speaker sheets, and media assets like EPKs, press releases, and pitch templates.
What are some tips and tricks in strategizing for media advertisement and publicity? What are some things to remember when catering for individual cosmetic brands to help them stand out?
Great questions. Brand owners must understand that media advertisement and PR are different. Ads fall under marketing, which has a separate budget and contract. Marketing is about driving sales, and PR, or publicity, is about increasing brand awareness. When looking to build a team, you may have two individuals for these roles. A marketing expert may not perform public relations tasks, but a publicist can. I encourage anyone looking to expand their team to research their needs to make the best selection.
For your second question, I posted about this a few weeks ago. Brand identity is super important. That encompasses how the products are presented, cohesiveness and consistency in the message, and catering to your target audience. So, your packaging and labels shouldn’t look like a DIY brand. Labels can make a product look cheap. So, a skincare brand could lose customers if they don’t think the product is quality based on appearance. Your logo and typography should be consistent within the brand or at least within the collections that you may offer. Because you are working towards brand recognition, you want to attract repeat customers, and their ability to know your product is essential. Visuals are also important. Things like before and after, product application, product development, customer engagement, and all other ways to help brands stand out.
Are there any future cosmetic projects you are working on this year?
There is nothing to announce yet, but I am working on collaborations with some industry education programs. I am excited and hope we can announce it before the end of the year. This relaunch is special to me, and I am taking my time to be more selective of the projects we review. My goal is not to have to take another pause but to continue to grow and expand. Of course, if God says something different, we will roll with His plan.
According to Bouyer, “The field of public relations is ever-changing. This new service model and niche allow us to create our unique footprint within the industry.” Mattie Clay Branding & PR goes beyond storytelling. Their services reach the media landscape, analyzing trends, competitors, and audience engagement to ensure each business collaboration aligns with the broader cosmetics brand strategy. To learn more about Mattie Clay Branding & Public Relations or to request a discovery call, visit https://www.mattieclaybpr.com/
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