Celebrity endorsements still increase the profiles of beauty and fashion products, but in some circles the stories of everyday people are taking over as the reigning fashion narrative du jour.

The lifecycle and evolution of trends has been more democratized as well, as social media has replaced fashion spreads in its ability to kick off conversations regarding what’s new and exciting in the world of fashion today.

These are just some of the insights beauty and fashion PR experts recently shared with O’Dwyer’s.

Read full story in PDF version of O'Dwyer's Sep. '13 Beauty & Fashion PR Magazine.