Landing a feature in People Magazine is like striking gold for brands. With over 40 million readers and a reputation for shaping trends, celebrity culture, and consumer habits, a single mention can transform your ecommerce business overnight. But how do you catch the eye of one of the most influential publications in the world?
In this guide, we’ll break down the exact strategies brands use to get their products into People Magazine—from understanding their audience to crafting pitches editors can’t ignore. Let’s dive in.
Why People Magazine Matters for Your Brand
Before we get into the “how,” let’s talk about the “why.” People Magazine isn’t just a publication—it’s a cultural powerhouse. Its readers trust its recommendations, whether it’s a celebrity’s go-to skincare product or a “must-have” holiday gift. Features here can:
- Boost sales with direct traffic from engaged shoppers.
- Build credibility as a brand endorsed by a trusted source.
- Spark partnerships with retailers, influencers, and other media outlets.
But competition is fierce. To stand out, you need a strategic approach.
Step 1: Know Your Audience (and Theirs)
People Magazine caters to a specific demographic:
- Primary readers: Women aged 25–55.
- Interests: Celebrity news, lifestyle trends, beauty, fashion, and uplifting human-interest stories.
- Tone: Friendly, inclusive, and aspirational (but relatable).
Actionable Tip:
Spend time analyzing recent issues and articles on their website. Notice which sections feature products like yours. For example:
- Style & Beauty: Everyday luxury items under $200.
- Holiday Gift Guides: Unique, thoughtful finds.
- The List: Digital roundups of trending products.
If your product fits into one of these buckets, you’re already halfway there.
Step 2: Find Your Angle
People loves stories, not sales pitches. To get featured, frame your product with one of these hooks:
A. The Celebrity Connection
Did a star use your product on Instagram? Mention it in their Netflix show? Even a subtle nod can work.
Example: A small jewelry brand landed in People after Mandy Moore wore their necklace in an interview.
B. Seasonal or Trending Relevance
Align your pitch with:
- Holidays (Mother’s Day, Christmas, etc.).
- Events (awards shows, fashion week).
- Trends (clean beauty, sustainable fashion).
Pro Tip: Submit products for holiday gift guides 4–6 months in advance.
C. A Human-Interest Story
Did your brand start in a garage? Do you donate to a cause? People readers love heartfelt origins.
Example: Bombas socks gained fame by tying every purchase to donations for homeless shelters.
Step 3: Build Relationships with the Right Contacts
Cold emails rarely work. Instead:
A. Identify Key Decision-Makers
- Research editors for sections like Style, Beauty, or Lifestyle. Use tools like Media Leads or Media Lists.
- Follow them on social media to understand their interests and priorities.
B. Engage Authentically
- Share their articles with thoughtful comments.
- Attend events where People journalists speak (e.g., industry conferences).
C. Partner with PR Pros
If you have the budget, join our PR Agency and we'll get your products in front of People editors, as well as many other journalists.
Step 4: Craft a Pitch That Stands Out
Your pitch needs to be concise, visual, and story-driven. Here’s how to structure it:
A. Killer Subject Line
Examples:
- “Exclusive: [Product] – The Sunscreen Shay Mitchell Swears By”
- “Perfect for Your Summer Travel Roundup: [Product]”
B. The Body
- Hook: Start with your story or celebrity tie-in.
- Why It Fits: Explain how it aligns with People’s audience.
- Supporting Assets: Include an image of your products, a link to your press kit, and a link to request samples.
Keep it under 300 words. Editors are busy!
C. Follow Up (Politely)
If you don’t hear back in 7–10 days, send a friendly nudge:
“Hi [Name], I wanted to follow up on my pitch about [Product]. Happy to provide samples or answer any questions!”
Step 5: Leverage “In Real Life” Opportunities
Sometimes, the best way to get noticed is outside the inbox:
- Send Free Samples: Include a personalized note (e.g., “We thought your readers would love this!”).
- Collaborate with Influencers: If a celeb or macro-influencer promotes you, alert People’s team.
- Create Buzzworthy Launches: Time your product drop to align with a trend (e.g., “Cozy Winter Essentials” in November).
Success Stories: Brands That Made It Happen
Need inspiration? These companies nailed their People features:
- Dagne Dover
- Strategy: Leveraged celebrity fans (like Jessica Alba) to land in the “Stars’ Favorite Bags” feature.
- Result: Sales spiked by 200% the week the issue dropped.
- Olly Nutrition
- Strategy: Pitched their vitamins as “New Year’s Resolution Essentials” for People’s January wellness issue.
- Result: Secured a recurring spot in annual roundups.
- LolaVie (Jennifer Aniston’s Haircare Line)
- Strategy: Used Aniston’s star power + a charity partnership to earn a glowing feature.
Final Checklist Before You Hit “Send”
- Does my product fit People’s audience and style?
- Have I included a clear story or hook?
- Are my images professional and on-brand?
- Did I proofread for typos?
- Have I researched the right editor to contact?
What to Do If You Get Featured
Celebrate—then capitalize!
- Add “As Seen in People Magazine” to your website, packaging, and ads.
- Share the feature on social media (tag People!).
- Use the clout to pitch other media outlets.
The Bottom Line
Getting into People Magazine isn’t about luck—it’s about preparation. By combining a compelling story, strategic timing, and relationship-building, you’ll dramatically increase your odds. Start small, stay persistent, and remember: even if your first pitch doesn’t land, every attempt gets you closer to that “yes.”
Ready to take the leap?
Polish your pitch, gather your samples, and go after that spotlight. Your product deserves to be seen by millions—and People Magazine might just be the key.
Have questions or a success story to share? Drop them in the comments below!
P.S. Want more media pitching tips? Sign up for our free training!
