Founded by Nancy Behrman, a pioneer in the world of beauty and lifestyle brand publicity, Behrman Communications' philosophy has always been simple: developing strong collaborative and amicable relationships with the media, manufacturers and retailers is at the heart of a successful brand building strategy.
Widely recognized as a firm of creative, strategic and editorial-minded thinkers, the agency's first client was Kiehl's Since 1851, a stellar case study on how an effective and innovative public relations campaign can elevate a brand. Behrman Communications has gained a reputation for taking small ideas and turning them into multi-million dollar ventures.
Behrman Communications' success hinges on a combination of potent company, expert and product stories, buzz-building creative initiatives, engaging social media presence, and strategic account management. These effective and evolution-friendly "surround sound" platforms provides powerful support for brand development, ongoing product awareness, and product sales. As the distribution landscape continues to evolve, Behrman Communications has the relationships across the country to help drive brand growth
Current and Past Clients
Meet the Executive Team
Nancy Behrman is a founder and leader in the world of beauty and lifestyle brand publicity.
As the owner of one of the most dynamic agencies in the field, Nancy is known for transforming smart ideas into epic solutions. Every client, corporate or niche, is an opportunity to harness her inventive spirit and hands on “make it happen” approach. The results? Million dollar enterprises and cult classic brands that always awaken the imagination and set the trends.
Nancy began Behrman Communications out of her studio apartment in 1985 with one supercool brand, Kiehl’s Since 1851, and no red tape. At the time, a handful of large public relations firms and a dull corporate mindset dominated the landscape. Disenchanted by these lackluster options, Nancy discarded the outdated PR tactics of yesteryear and embraced the unconventional. There was no sitting around a conference room table talking about what should be done. With Nancy’s direction, strategic plans were formed and executed flawlessly. Under her guidance, brands were born, built, and acquired.
Nancy has earned the trust and respect of premier influencers, including celebrity makeup artists, stylists, aestheticians, physicians in dermatology and plastic surgery, and the top public relations players in the field - many of whom trained under her tutelage.
Since joining Behrman Communications in 2005, Laura Bierbaum has developed a talent for building brands. Over the last 10 years, she has been a driving force behind a host of emerging beauty businesses, such as Clarisonic and eos, raising their profiles and growing them into category leaders. In addition to launching numerous color cosmetic, fragrance, hair care and skin care brands in the prestige and mass sectors, Laura has a wealth of experience working within the corporate landscape of major beauty players, increasing their visibility to help maintain their leadership positions via strategic, creative and results-oriented PR campaigns.
As Managing Director, Laura oversees all aspects of the agency’s operations, including the development of new business, management of existing clientele, and providing strategic direction to ensure long-term brand goals are met. Laura also manages the talent within the teams across the beauty, health and wellness accounts.
Executive Vice President
of New Business Development
Claudia Lucas is a senior retail merchandising executive with more than 25 years’ experience in the UK and USA. Most recently she was the Merchandise Director for Beauty at QVC managing a multimillion dollar portfolio of brands through direct TV and ecommerce platforms. Originally from the UK, Claudia began her career as a fragrance buyer with a UK based Travel Retail Company. In 1999 she joined Selfridges as Head of Buying for Beauty. At this time the UK department store was undergoing a radical transformation that ultimately solidified its positioning as one of the best department stores in the world today with arguably the best beauty hall. In 2004 she moved to the US to take up the role of SVP GMM for beauty at Henri Bendel in NYC. During her time at Bendel’s she repositioned the beauty assortment to reflect a new direction in beauty retailing that differentiated it from its competitors at a time when distribution channels for prestige beauty were becoming more diverse.
Throughout her career Claudia has been instrumental in nurturing and advising brands to meet their full potential for growth. She is widely connected within the industry with access to many influencers, organizations, brands and retailers. Claudia is an active member of many trade associations including sitting on the Board of Governors for CEW (Cosmetic Executive Women). In 2013 she was the recipient of the CEW Beauty Achiever Award.
- Grassroots Communication Campaigns and Activations
- Public Relations and Brand Communications, Television, Print, Radio and Online Editorial Placement
- Media, Influencer, and Celebrity Sponsorship and Seeding
- Co-branding/Promotions, Celebrity Partnerships and Strategic Alliances
- Traditional and Digital Press Kit Production
- Media and Consumer-Centric Event Promotions, Product Launches, and Store Openings
- Professional Outreach and Activations Targeting Make Up Artists, Hair Stylists, Cosmetic Dermatologists, Plastic Surgeons and Aestheticians
- Brand Positioning and Messaging
- Comprehensive Product Overview and Assortment Planning Guidance
- Competitive Landscape Analysis
- Distribution Strategy - Brick & Mortar, Online and Digital
- Retail Partner Introductions and Preparation Assistance