At the bottom of a beauty announcement, after the shimmer and the shade names, there is usually an email address. It is easy to skim past. In February 2022, when Halsey’s about-face announced its first body collection, one of those addresses belonged to Jill Eisenstadt-Chayet at bluPRint. The product was glitter. The business underneath it was getting the right person to pay attention.
The announcement called the collection Shine of the Times. It extended two existing ranges, Fractal and Light Lock, into products for the body. That is a useful distinction: a recognizable founder supplied one reason to look; a change in what the brand sold supplied another. Even a celebrity beauty business needs something specific to announce after the first burst of curiosity.
bluPRint works in that space. Founded by Jill Eisenstadt Chayet, the boutique public relations agency handles beauty, aesthetics, wellness and lifestyle publicity. Its public record runs from hair care to dermatology, from product launches to expert appearances. Read those examples together and the work becomes surprisingly tangible. Someone has to turn a company’s enthusiasm into information another person can use.
The glamour comes with a spreadsheet
A 2013 internship advertisement provides an unusually plain view of the operation. The assignments included preparing media reports, helping at events, researching press contacts, working in the showroom, managing client clippings and helping write and send press releases. The desired intern needed organization, writing skills and the ability to meet deadlines independently.
There is something pleasing about the showroom and the spreadsheet occupying the same job description. The first gives publicity its atmosphere. The second makes it manageable. A beautiful item still needs to reach someone; a mention still needs to be recorded; an invitation still needs a reply.
The advertisement identified Eisenstadt-Chayet as founder and described experience across fashion, accessories, hospitality and entertainment. By 2016, she was appearing on a Women’s Entrepreneurship Day panel alongside founders including Anastasia Soare and Paige Adams-Geller. That places her in a business community where beauty and fashion are operating companies, with all the practical decisions that implies.
“building brands. creating connections. designing demand.”bluPRint’s company tagline
Five bottles are more useful than five adjectives
Consider TOTALEE. Its June 2018 announcement introduced hairstylist Lee Rittiner’s five-product collection and tied it to the planned July opening of his Beverly Hills salon. The stated sequence began in the salon, ahead of wider direct-to-consumer, professional and retail distribution. Jill Eisenstadt-Chayet at bluPRint was the media contact.
For a reader, those details do different jobs. The founder provides expertise. The salon gives the launch a place. The rollout gives it a sequence. The number of products makes the collection graspable. A writer can choose an angle without having to invent the structure from scratch.
The release also supplied prices: $198 for the five-piece salon collection and $89.97 for the direct-to-consumer subscription offering. These were historical product prices. Their usefulness here is editorial: they tell a reader what sort of purchase the company was proposing. Specificity does work that another adjective cannot.
Three questions to steal for your next launch brief. An editorial reading of the examples, not a proprietary agency formula.
Give the glitter somewhere to go
In April 2024, BLUPRINT PR supplied the announcement for about-face’s Energy Angel collection. The premise connected festival makeup with a retail moment: an online first look, followed by expanded dedicated space at Ulta Beauty. The announcement also described about-face’s Live Nation partnership, which brought opportunities to try the products into festival settings.
That arrangement makes intuitive sense. Makeup associated with performance meets people preparing to attend performances. There is a context for the colors and a route to trying them. The release said the festival assortment would be available at more than 1,220 Ulta locations during its scheduled 2024 run.
The retail and festival relationships belonged to about-face. bluPRint’s documented position was on the communications side. The interesting lesson is how neatly the announcement connects the product with an occasion and a place to buy it.
A doctor is a different kind of spokesperson
Another side of the agency’s work appears in The Box by Dr. Ava, dermatologist Ava Shamban’s subscription offering. Its launch announcement named Jill Chayet at bluPRint as media contact and described a package that combined skincare with access to expertise. Planned 2021 membership options included a quarterly tier and an annual tier with additional benefits.
A box can be photographed. Access takes more explanation. Virtual events, member benefits and tele-aesthetic appointments turn the story into one about a relationship with a practice as well as the contents of a delivery. For a publicist, that creates a different brief from a new shade of eye paint.
The aesthetics connection appears elsewhere. A 2022 Aesthetics Biomedical announcement about a patent for its SoME skincare line listed Eisenstadt Chayet’s blupr.com email. A 2023 Vivace Ultra announcement identified bluPRint contacts while reporting recognition from four beauty publications. Those awards were recognition for the client’s product; they offer a publicity occasion without establishing what caused the awards.
Today, The L.A. Facialist’s contact page makes the division of work especially clear. Appointments go to one address, public relations to jec@blupr.com, and brand partnerships to another contact. Candace Marino’s business has different doors for different visitors. The agency occupies the door through which an interview request might enter.
The useful question is who needs the story
For a prospective customer, bluPRint fits the specialist agency end of the communications market. Its stated focus puts beauty brands, practitioners, treatments and founders close together. That is a coherent choice for a company whose story needs both a consumer hook and an informed spokesperson. Alternatives include a freelance publicist, an internal communications hire or another specialist agency.
The practical buying decision is about the work required. A launch needs materials and timing. An expert needs a clear subject to discuss. A developing brand needs repeated reasons to be interesting. The commercial relationship is a service engagement; the products on these pages belong to the businesses being represented.
There is a useful exercise here for a founder preparing to hire anyone. Write down the actual new thing, the intended reader, the date it becomes available and the person who can answer detailed questions. Then read the brief from that reader’s position. Would it help them choose, understand or try something? Which sentence would survive if the brand name disappeared?
That exercise also exposes the limits of the approach. A launch without a meaningful change has less to explain. An unavailable spokesperson makes expertise harder to use. Attention alone cannot answer a customer’s questions about the product. The examples suggest that preparation and specificity belong near the beginning of a publicity brief, before the list of desired publications.
Look again at the email address under the announcement. It represents a very ordinary promise: somebody is there to help the next piece of the story happen. In beauty, where the photograph can be dazzling, that small practical promise deserves a little attention of its own.