[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbeauty-techs-next-challenge-trust":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":347,"breadcrumbs":348,"reading_minutes":160,"category":356,"head":358},"2026-01-26T13:01:19",{"rendered":6},"\n\u003Cp>Beauty tech is pushing further into health-adjacent territory, spanning areas like hormones, skin biology, data-led personalisation, gut health, stress and sleep.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s an exciting evolution that has been progressing over the last few years. But it’s also where \u003Cstrong>consumer trust is hardest to earn and easiest to lose.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As soon as beauty brands move closer to biology, data and long-term wellbeing, the rules change. You’re no longer just selling a device or a routine. You’re asking people to believe you understand their bodies.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s the moment PR stops being a nice-to-have and becomes a \u003Cstrong>necessity\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"trust-matters-above-all\">\u003Cstrong>Trust matters above all\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fhannah-craig-76053838\u002F\">I’ve\u003C\u002Fa> spent over 14 years working across \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR and social\u003C\u002Fa>, helping brands translate complex innovation into stories people can actually understand and trust.\u003C\u002Fp>\n\n\n\n\u003Cp>Across every category, one pattern holds true: \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp class=\"has-text-align-left has-medium-font-size\">\u003Cstrong>The more advanced the innovation, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fleveraging-the-power-of-expert-commentary-in-pr\u002F\">the more critical trust\u003C\u002Fa> becomes in order to get people to try it.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>In beauty tech, particularly as claims move closer to health outcomes, credibility isn’t built through bold promises. It’s built through clarity, consistency and third-party validation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"consumer-trust-alone-is-no-longer-enough\">\u003Cstrong>Consumer trust alone is no longer enough\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Today, trust doesn’t just sit with consumers. It also sits with machines.\u003C\u002Fp>\n\n\n\n\u003Cp>People don’t just Google anymore; they ask AI. And AI doesn’t surface brands based on hype, ad spend or who shouts the loudest. It prioritises the same signals we do as humans:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmeasurement-in-digital-pr-and-link-building\u002F\">Credible media coverage\u003C\u002Fa>: \u003C\u002Fstrong>Who’s covered it and what did they think?\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fleveraging-the-power-of-expert-commentary-in-pr\u002F\">Expert commentary\u003C\u002Fa>: \u003C\u002Fstrong>Do they have people who actually know what they are talking about?\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-leverage-social-proofing-to-improve-trust\u002F\">Consistent, authoritative narratives\u003C\u002Fa>: \u003C\u002Fstrong>What do they stand for and how could they help me?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In other words, \u003Cstrong>AI rewards brands that behave like trusted sources.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In 2026 and beyond, visibility won’t be driven by volume. It will be driven by \u003Cstrong>credibility\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"prs-new-role-building-machine-readable-trust\">\u003Cstrong>PR’s new role: building machine-readable trust\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This is where PR has evolved and will continue to for years to come.\u003C\u002Fp>\n\n\n\n\u003Cp>The work we do today goes far beyond coverage. It’s about building \u003Cstrong>credible online footprints\u003C\u002Fstrong> that signal authority to both humans and machines, ensuring brands show up where AI pulls from, referenced and validated as sources, not noise.\u003C\u002Fp>\n\n\n\n\u003Cp>For beauty tech brands operating close to health and science, this matters more than ever. If your innovation isn’t clearly explained, consistently validated and responsibly positioned, you won’t just lose consumer confidence, you’ll lose discoverability altogether.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-brands-that-win-will-invest-early\">\u003Cstrong>The brands that win will invest early\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Advanced beauty technology brings a huge opportunity. It will also bring scrutiny, scepticism and misinformation.\u003C\u002Fp>\n\n\n\n\u003Cp>The brands that invest now in credible, strategic PR will be the ones consumers believe, media rely on and AI surfaces. The rest risk being misunderstood or invisible. And in an AI future, \u003Cstrong>invisibility is the biggest risk of all.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-PR_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27525\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10],45,[],[13],329,[15,16,17,18,19,20,21,22],"post-37184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":156},[25,114],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Beauty tech’s next challenge isn’t innovation: It’s trust",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},208,"\u002Fabout\u002Four-team\u002Fhannah-craig\u002F","Hannah Craig","Director, Head of PR & Social","I’ve been fortunate enough to create standout campaigns that include a myriad of tactics, including media outreach, influencer collaborations, celebrity ambassadors, stunts, pop-ups, social and campaign video content, podcasts and much more!","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":58},"\u003Cp>Director, Head of PR & Social. Joined Impression in August 2025.\u003C\u002Fp>\n\u003Cp>I have 13 years’ experience delivering integrated PR, influencer and social strategies that get brands and businesses’ attention for all the right reasons. I’ve been fortunate enough to create standout campaigns that include a myriad of tactics, including media outreach, influencer collaborations, celebrity ambassadors, stunts, pop-ups, social and campaign video content, podcasts and much more! I also have experience leading UK and EMEA communications to achieve exceptional results on both national and global stages. I like to think I am known for my energy and collaborative style, and have a proven track record of inspiring teams to create earned exposure that’s impossible to ignore.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Resuming piano lessons after 16 years and committing to relearning a skill I love.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Music is a huge passion of mine! I sing in a pop choir and play the piano. I also love visiting the latest foodie hotspots in Manchester\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},119,"98","2020-12-16 14:39:49","","Digital PR","publish","closed","digital-pr","2026-06-30 10:15:22",37897,"\u002F?page_id=119",0,"page","0","raw","\u002Fpr-social\u002Fdigital-pr\u002F",{"ID":59,"id":59,"title":60,"filename":61,"filesize":62,"url":63,"link":64,"alt":45,"author":65,"description":45,"caption":45,"name":66,"status":67,"uploaded_to":53,"date":68,"modified":68,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},37200,"Hannah-Craig","Hannah-Craig.png",383923,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&q=90","\u002Fhannah-craig-2\u002F","12","hannah-craig-2","inherit","2026-01-26 12:46:21","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":115,"reduced":27,"top_overlap":116,"bottom_underlap":116,"disable_observer":-1,"heading":117,"cta_text":118,"cta_link":119,"items":120},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[121,134,144],{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":132},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":130,"image":131},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":46},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"type_key":16,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":143},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":33,"image":36},{"to":133,"name":46},{"type_key":16,"title":145,"excerpt":146,"to":147,"postedAt":148,"readingTime":149,"image":150,"authors":151,"category":155},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[152],{"name":153,"image":154},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":46},{"type":157,"style":158,"heading":28,"date":4,"updatedAt":159,"reading_minutes":160,"image":161,"imageAlt":28,"categories":162,"collections":346},"blog-post","light","2026-01-26T13:01:20",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002Fgalina-nelyubova-Np9jlVgth8k-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[163],{"id":10,"count":164,"description":165,"link":133,"name":46,"slug":49,"taxonomy":166,"parent":53,"meta":167,"acf":168,"head_links":169,"resource_count":170,"yoast_title":171,"yoast_meta":172,"yoast_json_ld":217,"_links":314,"path":133},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[173,175,178,181,184,187,190,192,194,196,199,202,205,208,211,214],{"property":174,"content":171},"title",{"property":176,"content":177},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. Browse our tips and advice in our latest blogs!",{"name":179,"content":180},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":182,"content":183},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"name":185,"content":186},"og:locale","en-GB",{"property":188,"content":189},"og:type","article",{"property":191,"content":171},"og:title",{"property":193,"content":177},"og:description",{"property":195,"content":183},"og:url",{"property":197,"content":198},"og:site_name","Impression",{"property":200,"content":201},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":203,"content":204},"og:image:width",1200,{"property":206,"content":207},"og:image:height",630,{"property":209,"content":210},"og:image:type","image\u002Fjpeg",{"property":212,"content":213},"twitter:card","summary_large_image",{"property":215,"content":216},"twitter:site","@impressiontalk",{"@context":218,"@graph":219},"https:\u002F\u002Fschema.org",[220,228,237,247],{"@type":221,"@id":222,"url":222,"name":171,"isPartOf":223,"description":177,"breadcrumb":225,"inLanguage":227},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"@id":224},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":226},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F#breadcrumb","en",{"@type":229,"@id":226,"itemListElement":230},"BreadcrumbList",[231,236],{"@type":232,"position":233,"name":234,"item":235},"ListItem",1,"Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":232,"position":160,"name":46},{"@type":238,"@id":224,"url":235,"name":198,"description":45,"publisher":239,"inLanguage":186,"potentialAction":241},"WebSite",{"@id":240},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":242,"target":243,"query-input":246},"SearchAction",{"@type":244,"urlTemplate":245},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":248,"@id":240,"name":198,"url":235,"logo":249,"image":255,"sameAs":256,"@context":260,"email":261,"foundingDate":262,"legalName":263,"vatID":264,"description":265,"telephone":266,"address":267,"location":274,"areaServed":307},"Organization",{"@type":250,"inLanguage":186,"@id":251,"url":252,"contentUrl":252,"width":253,"height":254,"caption":198},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[257,258,259],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":268,"streetAddress":269,"addressLocality":270,"addressRegion":271,"postalCode":272,"addressCountry":273},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[275,284,296],{"@type":276,"name":277,"geo":278,"address":282,"photo":255,"telephone":283},"Place","Impression Digital - Nottingham",{"@type":279,"latitude":280,"longitude":281},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":268,"streetAddress":269,"addressLocality":270,"addressRegion":271,"postalCode":272,"addressCountry":273},"+44 01158 242 212",{"@type":276,"name":285,"geo":286,"address":289,"photo":294,"telephone":295},"Impression Digital - London",{"@type":279,"latitude":287,"longitude":288},"51.50237208377361","-0.09229841534284115",{"@type":268,"streetAddress":290,"addressLocality":291,"addressRegion":292,"postalCode":293,"addressCountry":273},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":276,"name":297,"geo":298,"address":301},"Impression Digital - New York",{"@type":279,"latitude":299,"longitude":300},"40.726722746949","-74.00527778220652",{"@type":268,"streetAddress":302,"addressLocality":303,"addressRegion":304,"postalCode":305,"addressCountry":306},"160 Varick St","New York","NY","10013","USA",[308,311,313],{"@type":309,"name":310},"Country","Worldwide",{"@type":309,"name":312},"GBR",{"@type":309,"name":306},{"self":315,"collection":325,"about":328,"wp:post_type":331,"curies":342},[316],{"href":317,"targetHints":318},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F45",{"allow":319},[320,321,322,323,324],"GET","POST","PUT","PATCH","DELETE",[326],{"href":327},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[329],{"href":330},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[332,334,336,338,340],{"href":333},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=45",{"href":335},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=45",{"href":337},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=45",{"href":339},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=45",{"href":341},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=45",[343],{"name":344,"href":345,"templated":27},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[],[],[349,351,353,354],{"path":350,"name":234},"\u002F",{"path":119,"name":352},"Blog",{"path":133,"name":46},{"path":355,"name":28},null,[357],{"id":10,"name":46,"path":133},{"title":359,"script":360,"meta":431,"link":460},"Beauty tech’s next challenge isn’t innovation: It’s trust | Impression",[361],{"type":362,"key":363,"innerHTML":364},"application\u002Fld+json","yoast-json-ld",{"@context":218,"@graph":365},[366,383,391,394,402,406,424],{"@type":367,"@id":368,"isPartOf":369,"author":371,"headline":28,"datePublished":373,"dateModified":374,"mainEntityOfPage":375,"wordCount":376,"publisher":377,"image":379,"thumbnailUrl":381,"articleSection":382,"inLanguage":186},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbeauty-techs-next-challenge-trust\u002F#article",{"@id":370},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbeauty-techs-next-challenge-trust\u002F",{"name":33,"@id":372},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fe91d16ec06e2ed4574d9e51dfb1d6afd","2026-01-26T13:01:19+00:00","2026-01-26T13:01:20+00:00",{"@id":370},472,{"@id":378},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":380},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbeauty-techs-next-challenge-trust\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002Fgalina-nelyubova-Np9jlVgth8k-unsplash.jpg?auto=compress%2Cformat&q=90",[46],{"@type":384,"@id":370,"url":370,"name":359,"isPartOf":385,"primaryImageOfPage":386,"image":387,"thumbnailUrl":381,"datePublished":373,"dateModified":374,"description":388,"breadcrumb":389,"inLanguage":227},"WebPage",{"@id":224},{"@id":380},{"@id":380},"Discover why beauty tech PR is vital for gaining consumer trust and AI visibility. Learn how to turn complex health innovations into credible brand stories.",{"@id":390},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbeauty-techs-next-challenge-trust\u002F#breadcrumb",{"@type":250,"inLanguage":186,"@id":380,"url":381,"contentUrl":381,"width":392,"height":393},2400,1292,{"@type":229,"@id":390,"itemListElement":395},[396,397,399,401],{"@type":232,"position":233,"name":234,"item":235},{"@type":232,"position":160,"name":352,"item":398},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":232,"position":400,"name":46,"item":222},3,{"@type":232,"position":126,"name":28},{"@type":238,"@id":224,"url":235,"name":198,"description":45,"publisher":403,"inLanguage":186,"potentialAction":404},{"@id":240},{"@type":242,"target":405,"query-input":246},{"@type":244,"urlTemplate":245},{"@type":248,"@id":240,"name":198,"url":235,"logo":407,"image":255,"sameAs":408,"@context":260,"email":261,"foundingDate":262,"legalName":263,"vatID":264,"description":265,"telephone":266,"address":409,"location":410,"areaServed":420},{"@type":250,"inLanguage":186,"@id":251,"url":252,"contentUrl":252,"width":253,"height":254,"caption":198},[257,258,259],{"@type":268,"streetAddress":269,"addressLocality":270,"addressRegion":271,"postalCode":272,"addressCountry":273},[411,414,417],{"@type":276,"name":277,"geo":412,"address":413,"photo":255,"telephone":283},{"@type":279,"latitude":280,"longitude":281},{"@type":268,"streetAddress":269,"addressLocality":270,"addressRegion":271,"postalCode":272,"addressCountry":273},{"@type":276,"name":285,"geo":415,"address":416,"photo":294,"telephone":295},{"@type":279,"latitude":287,"longitude":288},{"@type":268,"streetAddress":290,"addressLocality":291,"addressRegion":292,"postalCode":293,"addressCountry":273},{"@type":276,"name":297,"geo":418,"address":419},{"@type":279,"latitude":299,"longitude":300},{"@type":268,"streetAddress":302,"addressLocality":303,"addressRegion":304,"postalCode":305,"addressCountry":306},[421,422,423],{"@type":309,"name":310},{"@type":309,"name":312},{"@type":309,"name":306},{"@type":425,"@id":426,"name":33,"image":427,"description":35,"url":430},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fe91d16ec06e2ed4574d9e51dfb1d6afd",{"@type":250,"inLanguage":186,"@id":428,"url":429,"contentUrl":429,"caption":33},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=962a4d73747cc0a8a4ed50b797a03175cc","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fhannah-craig\u002F",[432,433,434,435,436,437,438,439,440,443,445,447,449,450,451,452,454,455,457,459],{"name":176,"content":388},{"name":179,"content":180},{"property":185,"content":186},{"property":188,"content":189},{"property":191,"content":359},{"property":193,"content":388},{"property":195,"content":370},{"property":197,"content":198},{"property":441,"content":442},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":444,"content":373},"article:published_time",{"property":446,"content":374},"article:modified_time",{"property":200,"content":448},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002Fopen-graph-beauty-tech.png?auto=compress%2Cformat&q=90",{"property":203,"content":204},{"property":206,"content":207},{"property":209,"content":69},{"name":453,"content":33},"author",{"name":212,"content":213},{"name":456,"content":448},"twitter:image",{"name":458,"content":216},"twitter:creator",{"name":215,"content":216},[]]