THE BEAUTY DESK
What PR Means on AURA
A gifted product can earn my attention. It cannot buy my opinion.
PR is one of the genuinely fun parts of being a beauty creator. A box arrives, something is brand new, and for a minute I get to be the person opening the thing everyone is about to talk about. I still love that.
But AURA is not going to turn the PR shelf into an automatic recommendation shelf. Receiving something for free means I had access to it. It does not mean I loved it, finished it, would repurchase it or think you should spend your money on it.
When a product is gifted, that relationship will be disclosed. When something is sponsored, that will be disclosed too. And when I have not used something long enough to call it a review, I would rather call it a first impression than manufacture certainty.
The fun stays. So does the honesty. That is the deal.
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