DIARY directory recently caught up with established beauty and lifestyle blogger Hayley Carr, editor of London Beauty Queen. Hayley started her career in the cosmetics industry as a brand manager and began blogging about beauty from an insider's perspective back in 2010. Her unique tone of voice and outlook has allocated her a prime spot in the blogging world and, over the last six years, she has won a number of awards, been featured in numerous publications and has launched her own blogger network: THIRTY PLUS, along with its own dedicated blog awards.

As one of the top searched in the blogs/YouTube category in the DIARY directory database, Hayley provides insight on her relationships with PRs, the highs and lows of blogging and top tips and advice on how to garner the right blog coverage for your brand.

"My blog is predominantly beauty, but it also covers elements of lifestyle, travel and wellbeing; I tend to give a no-holds-barred account of product launches, provide top tips and discuss issues many others shy away from."

Who are your core readers? 

They're roughly 25-45 and have a higher than average interest in beauty. They're looking for recommendations and honest advice, but they also want to learn and understand more about what they're putting on or in their body. Many of them have been with me since the start six years ago, but many new ones join every single day.

What do you hope to offer your readers/followers?

Above all, honesty. I don't shy away from saying when a product doesn't live up to expectations, nor do I shy away from important issues like cervical smears or bladder weakness. I hope to offer a slightly different point of view as someone who's worked in both marketing and beauty for over a decade, rather than being a makeup artist or have the skills to perfect a smokey eye! 

Do you have any professional help for your blog – photography / representation agency / SEO advice? 

Nope, it's 100% me. All the photography, design and content is created by me and me only - it's important for me to have complete control over my site, as it's a representation of me as an individual. I also manage my own commercial interests; having worked in marketing and account management for years, I'm better qualified than anyone else to negotiate and get myself a good deal! 

What advice / top tips would you give PRs looking to promote their clients through your blog?

Come up with a story. If there's no point of difference, back story or reason to write about your brand or product above another, there's no reason for me to feature it. It doesn't always have to be new, but there does have to be a hook - whether it's a trend, ingredient or unique texture. 

How do you think your readers view your relationships with PRs?

The vast majority understand I have to work with PRs to get access to samples and to ensure I can continue to make money; other than that they don't really have an opinion. They just want to read about the latest lipstick! 

Are you forthcoming when it comes to PRs/brands requesting stats?

I have a standard kit where I share my stats and USPs, which I send out to people requesting info. I don't have the hugest stats in the bloggersphere, but I do offer genuine engagement and interest from a group of women who have money to spend. 

What is your favourite aspect of blogging?

The freedom to create something that's totally mine. After years of working on campaigns or ideas, rather than a tangible output, I love the fact I can sit back and say 'I created that.' It's also great to have readers that read your every word, trust your opinion, buy products based on your recommendation and come back to say they loved it too; money can't buy that.

…and least favourite?

The cr*p I have to deal with on a daily basis from brands and PRs that just don't get digital influencers. The fact I have to fight with a lot of brands to get anywhere, because they think you can work from an image or don't understand why they need to pay you for involvement in campaigns. I spend half of my time rolling my eyes or feeling frustrated - but I know I'm by no means alone.

Do you have a rate card – formal or otherwise? Can you tell us an example of a cost? 

Yes, I have standard costs for all different elements. They're on the low side deliberately, as I prefer to be accessible and work with brands time and time again - rather than charging a small fortune for one piece of content and only getting three or four in a year! 

What other bloggers / influencers do you follow and why?

Tonnes. Purely because I like to see what other people are up to, what's going on in the bloggersphere and spot any trends or changes. I also do a lot of consultancy for brands, so I need to know who's hot and who's not!