In an industry where beauty editors are attending up to 10 launches a week, it’s easy for a PR to be left scratching their head as to how to make their event stand out from the rest. We had a chat to beauty editors and writers across all mediums to find out what sets a beauty event apart from the rest.
What makes an effective launch?
INFORMATION
Michelle Blancato, online manager of beautydirectory says clear, succinct presentations and demonstrations are the most effective ways to get information across. One effective demonstration was at the Max Factor launch of the Smoky Effect Eyeshadow pencils in March where the brand’s national make-up artist Liz Kelsh used the products on two models as breakfast was served. It was relaxed, fast and well explained, making you feel like you’d just trialled the product yourself.”
Sara McLean, beauty editor of DOLLY magazine adds that she likes to know why the product is being launched, and the inspiration behind it.
Having a product developer present to provide detailed information and to answer media questions is a distinct advantage,” says Lauren Carter, beauty and features journalist for Professional Beauty. It gives the company a chance to demonstrate why their product warrants editorial coverage.”
While having an expert on-hand is beneficial, Sharon Goldstein, beauty editor of OK! magazine warns against labouring the point. Appoint one speaker to discuss the topic in a brief and efficient way and leave it at that.” Goldstein also points out that opening the floor to questions isn’t such a good idea. All us beauty editors work for rival publications, so if we had a genuine question for a story we were working on for the magazine we wouldn’t ask it in front of everyone.”
EXPERIENCE
Elise Phillips of beauty blog stuffthatibought.com, says she gets excited when she knows a launch is giving her an experience to blog about. Don’t just show me your new face cream/shampoo/nail polish – show me how it works and use it on me. Anyone can copy and paste a press release, but I want to describe the experience to my readers at the hands of experts.”
Having us take part in an experience that is memorable, or shows a product in action makes my job easier,” says Olivia Mackinnon of beautyheaven. A point of difference is crucial. You want us to be uttering the name of the product to others when we get back to the office.”
FOOD AND DRINK
It’s important to keep in mind that for launches during the day, most beauty editors won’t want an alcoholic drink as they need to go back to the office afterwards. Therefore, it’s important to provide non-alcoholic options, as well as appropriate food choices – when beauty editors are going to two or three launches in a day, they’re not going to want to eat sweet treats at every one of them. What makes an event great is plenty of ‘healthy’ food options and drinks that are suited to the time of day that it takes place,” says Cameron Pine, editor of trade magazine Instyle for Hair.
Danielle Jackson, beauty editor of Who says beauty editors love to be fed and watered. I’ve lost count of the amount of ‘breakfasts’ I’ve been to, only to be served a thimble of muesli. A beautiful location and prospective meal always gets me excited about attending a launch.”
VENUE
Most beauty editors agree that a unique venue that they wouldn’t normally go to is a big advantage in making an event different. In picking the perfect spot, however, keep in mind that transport can play a part in how many people are able to attend. From a practical standpoint, the offer of providing transport to an event is always helpful and I think guarantees a better turnout,” says Goldstein. If your budget cannot accommodate that then it is essential that you choose a venue that is easily accessible by transport and that is nearby to a main area for hailing taxis after the event.”
TIMING
Eleanor Pendleton, beauty editor of InStyle magazine also cites the timing of a launch as being very important. Every beauty editor will agree 9:30am is quite possibly the most inconvenient time to hold a launch. Most of us are in the office between 8:30am - 9am, allowing us only enough time to answer an email or two, chat to our Editor and possibly sneak in a coffee before racing to an event. I advise to PRs, if they can, please avoid hosting a launch at 9:30 and opt for 9am to kick off the day.”
McLean says that keeping a launch within an appropriate time frame is also important. Having drinks for 45 minutes and then sitting down to eat for another hour before anyone has even mentioned the product or why we’re all there may be enjoyable, but unfortunately it isn’t very beneficial when you have a pile of work waiting for you at the office. Short and sweet is best!”
ORGANISATION
Goldstein cites good organisation can make an event really stand out. Seamless organisation is a hallmark of a good event. Before you even go to the event everything from the save the date to the invitation indicates what kind of event you are in for. Well-organised events stand out by a mile.”
Standout launches have synchronicity,” says Jackson. Everything ties into the product being launched. From the venue selected to the food and drinks on hand, everything should reflect the product. It’s all about the little details.”
Beauty editors reveal – Part II:
- What do they want from your launch?
- When will they feature your product?
- Beauty editors’ favourite launches