In this empowering and unfiltered episode of PR LIKE A BOSS, Patz is joined by the fabulous Genevieve Nikolopulos, beauty PR veteran turned content creator, community builder and fierce advocate for positive ageing.

With a career spanning over 30 years, Genevieve has gone from pitching beauty products to becoming the face of This Is Fifty and The Midlife Beauty Insider, where she uses her expertise, eye for authenticity and no-nonsense approach to shift the narrative around ageing in beauty.

We dive into:

• The evolution of PR and beauty messaging
• How Genevieve used her industry skills to build a trusted content platform
• What brands get wrong when targeting midlife women (hint: it starts with the language)
• Why filters are out and real skin is in
• The power of trusted voices vs. trend-hopping influencers
• How to pitch without cringing — yes, even yourself!

Plus, in our Beauty Confession Booth, Genevieve shares her must-have mascaras, biggest regret from the '80s (it involves scissors), and why “babe” and “hun” need to be cancelled from your outreach emails.

Brands & Experts Mentioned:

No7 | Lisa Eldridge | Ruby Hammer | Trish McEvoy | Delilah | Stila | Hourglass | Zoeva | Maybelline | RUM

Follow Genevieve:

IG: @this_is_fifty

TikTok: @this_is_fifty

YouTube: this_is_fifty

🎧 Hit play to listen to the full episode.

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