Glossy PR

25/08/2026

Most grooming brands launch one hero product and build a season around it. BarberBoss has just put out three, and the link between them is the story.

A seven-head rotary shaver for the full head shave.

A multi-attachment kit handling nose, ear and detail work off one handle.

A pocket rotary shaver sized for a bag rather than a shelf.

Read together, the range is a bet on portability. Grooming has left the bathroom. It happens in hotel rooms, gym changing rooms, and the ten minutes before a meeting. Building a range around that is a category position, not a product spec.

It also changes what we can do with it as a press story.

Three launches with a shared narrative give an editor one thread to follow across a season. Three unconnected launches give them three product alerts to ignore. The first earns a considered feature. The second earns a line in a listicle, if that.

That distinction matters commercially, because coverage is not the end of the process. Editorial earns the links, the links lift search authority, authority brings the organic traffic that makes paid cheaper. A launch calendar with a narrative is what keeps that loop fed.

We run press for BarberBoss as part of an integrated growth programme with SugarNova, our parent group.

Congratulations to the BarberBoss team on the range.

24/08/2026

Same expertise. Same person. One difference.

The bio on the left is talented and invisible. The one on the right gets the enquiries, the collaborations and the “I found you through the article” messages.

The gap between them is not more posting. It is press.

“As seen in” is the fastest trust you can put in a bio. A masthead says the thing you are not allowed to say about yourself, that you are the real deal.

Buyers, journalists and potential partners read it in two seconds and decide you are credible before they have seen a single post.

We get experts featured in the titles their audience already trusts, so the credibility does the selling for you.

Want your bio to look like the second one? Book a quick call and we will show you how.

20/08/2026

A grooming brand just got reviewed in a triathlon gear guide. That was not an accident, and it is the most useful thing in this week's coverage report.

BarberBoss's Mini Massage Gun has been road-tested and selected for Time Well Spent's 2026 running, cycling and triathlon guide, published 11 August. £22.99, five intensity levels, 120 minutes cordless. The reviewer's verdict: "packs quite a punch for something so small."

Here is why it matters more than the placement itself.

Most founders define their press list by the category they think they are in. Grooming brand, so grooming and men's lifestyle titles. That list is usually about 40 outlets, every competitor is pitching the same 40, and the desks are saturated.

The better question is not what category the brand is in. It is what problem the product solves, and who else writes about that problem.

A massage gun sold as grooming and recovery is also sports recovery kit. That single reframe opens running, cycling, triathlon, fitness and wellness desks. None of them are hearing from the grooming brands, so the competition for the slot collapses.

Second BarberBoss placement in a week, in two titles with no audience overlap. One beauty round-up, one sports road test.

The commercial read: coverage from outside your obvious category reaches people who have never heard of you, and those links carry authority into search and into what AI answer engines cite when a buyer asks which massage gun is worth £23. Broader coverage lowers what you pay to acquire the same customer through paid.

If your press list looks like your competitor set, it is too short.

19/08/2026

A national desk had a story to file and about four hours to find a psychologist who could say something true about it. They already knew who to call. That is the whole of what an always-on retainer buys you.

Dr Candice O'Neil was quoted in HELLO! on 13 August:

"Jumping into a new relationship can leave us vulnerable to poor treatment, poor boundary setting, and a lack of awareness of our relational needs."

Reactive comment is the least understood part of this job, so here is how it actually works.

A story breaks. A journalist has a deadline measured in hours, not days.

They do not go looking for the best expert in the country.

They go to the two or three people already on their list who they know will reply, will say something usable, and will not send 600 words of throat-clearing when they asked for 40.

Getting on that list takes months of unglamorous work. A clear position on the record. Response times measured in minutes. Comment written to the length the desk asked for.

Which is why campaign-only PR underperforms so consistently. A brand that switches PR on for six weeks around a launch is structurally absent for every moment like this one, and these are the moments that produce the highest-authority coverage a brand will ever earn.

The commercial version of that argument: authority coverage is the input that raises domain authority, lowers paid acquisition cost over time, and shows up in a diligence room years later. Buyers read coverage before they read decks.

You cannot retrofit it in the quarter you need it.

Congratulations Candice.

19/08/2026

Paid creator campaigns are getting more expensive and less trusted.

AI-powered search is now pulling from editorial coverage, not sponsored posts. Beauty founders who have not made the shift yet are losing ground fast.

New issue of THE PRESS ROOM explains the playbook.

Beauty founders who are still over-indexing on paid creator programmes are losing ground to brands building credentialed editorial coverage. Here is why that shift is happening, and how to position your brand on the right side of it.

18/08/2026

Beauty desks receive somewhere north of 200 product pitches a week. Ours landed. Here is the unglamorous reason why.

BarberBoss is in RiverTribe's August beauty round-up with the SmoothSense Electric Foot File, £14.99.

The at-home pedicure category is saturated. Every brand in it has a device, a before-and-after and a claim about salon results. Product quality alone does not get you into the round-up.

What got this placement was four things, none of them creative:

A product story compressed to fit a single round-up paragraph, because that is the space that actually exists.

The correct RRP and spec supplied first time, so the writer never has to chase.

High-resolution assets already sitting with the desk, not promised on request.

A relationship with that editor that pre-dated the pitch by months.

Founders tend to value coverage by masthead size. We value it by what it leaves behind. A round-up placement leaves a link, a citation, and a line of independent proof.

Those feed domain authority, they feed search, and increasingly they feed what ChatGPT and Perplexity say about a category when a buyer asks which foot file to buy.

That is the part most brands are not measuring, and it is the part that shows up in enterprise value rather than in this month's sales.

Well played, BarberBoss.

17/08/2026

Two guys in shorts. One of them runs this agency.

Our founder does not appear on this feed often, and that is deliberate. The work belongs to the client. Consider this the exception.

The other is Jordan Platten, and he is our newest client.

Jordan founded Affluent.co , created Affluent Academy, co-founded Appointwise and wrote The 15 Minute Agency. He has built an audience of over 396,000 on YouTube across more than a thousand videos, and he invests in the software the operators he teaches actually run on. Very few people in UK marketing have built both the practice and the audience at that scale.

Jordan also hosts Agency Giants where he sits down with founders and speaks about business and growth.

Glossy PR is handling Jordan’s business press.

The photo is from a retreat in Tulum, taken a few years before either of us knew we would be working together. That is usually how the good ones start.

We’ll be returning to updating you on our fantastic client work shortly. 😅

14/08/2026

The biggest title is not always the right one.

This month BarberBoss featured in Black Beauty & Hair, the UK's leading magazine for Black beauty, in the Beauty Edit as a Sandal Saviour for sandal-ready summer feet.

A lot of brands chase the largest possible audience. The smarter play is often the opposite: land your product in the title your ideal customer already trusts and reads cover to cover.

Here is why targeted print coverage works so hard:

• It reaches an engaged, loyal readership who take that magazine's recommendations as a genuine steer, not background noise.
• It signals that your brand understands and belongs in that community, which is worth more than reach a broad title can offer.
• It gives you an "as seen in" asset with a specialist, credible title behind it, one that lifts trust on your listings, your ads and your retailer pitches.

Reach is easy to buy. Relevance has to be earned, and earned coverage in the right title is what actually moves product.

Glossy PR is the specialist PR division of SugarNova Group. We place beauty and wellness brands in the titles their customers already love.

Want your product in the right rooms? Details below.

13/08/2026

Most brands are sitting on a story in their own data. Very few tell it.

For tombola Arcade we turned one simple, human question, how Brits really hide and steal snacks, into a piece of consumer research that got people talking and gave the brand a reason to be in the conversation.

This is data-led PR, and it is one of the most underused tools in the game.
Why it works:

• A survey gives journalists a story with numbers, which is exactly what they need to say yes.
• It positions the brand as the voice of a topic, not just a product in a feed.
• The data becomes social content, coverage, and the brand mentions that now feed Google and AI search.

That last point matters more every month. When someone asks an AI tool about a category, it answers using the brands it has seen cited across the web.

Earned coverage is how you get cited.
Ads are invisible to it.

If your brand has data, opinions, or a customer base with habits worth surveying, you have the raw material for PR that actually earns attention.

Glossy PR builds campaigns like this for beauty and wellness brands.

Curious what your data could say about you? Details below.

12/08/2026

Calling the grooming-obsessed men of the internet.

We're looking for male UGC and content creators.

If you love grooming, know your way around a camera, and can make a 30 second clip look effortless, this one is for you.
We're building a roster of male creators to make real, scroll-stopping content. Beards, skin, routines, get ready with me, the lot.

What we're after:
• Men who make genuine, high-quality content
• A natural, confident presence on camera
• Reliable, easy to work with, and proud of what you put out

No huge following required. We care about content that connects, not vanity numbers.
Interested?

Comment BOSS below and we'll be in your DMs with the details.

Know someone who'd be perfect? Tag them.