Beauty After Baby: The Honest Truth, an essay about not feeling sexy after giving birth, was published July 7 on the popular Yahoo! Beauty blog. It’s a heartfelt account–done with style–but mothers have heard it all before. So, why did this piece go viral? Maybe it’s the prominent placement. The writer is Alexis Rodriguez, the Executive Director of Public Relations for Bobbi Brown Cosmetics, as the article plainly states at the outset.
Bobbi Brown, the most famous living name in cosmetics, became editor of Yahoo! Beauty in April as part of CEO Marissa Mayer’s push to add star power, like Brown and Katie Couric, to the Yahoo! team. Now despite heavy sponsorship from Bobbi Brown Cosmetics rival L’Oreal, Yahoo! Beauty prominently features as editorial content Bobbi Brown’s “best tips and tricks.” (Though Brown’s tips aren’t directly related to her cosmetics brand, the name alone makes them inseparable.) So it was Bobbi Brown, editor, who makes the decision to prominently feature this essay by the top publicist for the brand that bears her name. Editor Brown must have fallen for Alexis Rodriguez’s last line especially: “So, for now, I’ll let my makeup work its magic until I get my sexy back and focus, instead, on the true beauty in my life…my son.” Maybe keep a perfectly mascara’d eye out for upcoming essays by L’Oreal’s Director of Public Relations–or maybe Danisha Beltre, Manager of Branded Content and Consumer Promotions at L’Oreal Paris.