In previous years, the best time to hold events had more of a one size fits all approach - but these days it has become a complete minefield. The growing popularity of digital businesses and blogs not only means beauty editors have a range of different work times, but increased workloads have led to greater importance placed on time-saving practices when it comes to events. Here, we talk to some of Australia’s top beauty media across print, online and blogs/vlogs to learn their tips on what works and what doesn’t when it comes to event timing.
WHAT WORKS
Print
I love a morning event or a late afternoon event – something that starts at 9am or wraps up around 5.30pm. Morning events are great because they're so easy to work into your day. There's less out of office time because the trip to the location is essentially your morning commute. The same works for late afternoon events because you can go home straight afterward. - Girlfriend and Total Girl features and beauty editor Melissa Mason
In the morning - an 8.30am or 9am start. For me personally, it’s easier to plan the work day around a morning event – sometimes meetings come up and shoots run overtime during the day, making it hard to get away again! It’s good to take in all the information nice and early, then have it front of mind for story planning back at the office. - CLEO and Dolly beauty editor Meg Bellemore
Over lunch somewhere close to the office ... Some like the mornings but that’s the only chance I have for the gym. I have to go out for lunch either way, so two birds, one stone really. It’s all about efficiency. - Harper’s BAZAAR beauty writer Anna Lavdaras
Mornings! I always love a breakfast event that starts at 8.30/9am. You’re energised as it’s the start of the day, you’re not missing out on too much desk time, and you can go to work straight after and get on with your day. - FAMOUS beauty editor Brittany Lane
After work or late afternoon are my preferred times, followed by lunches. But I have to say that it has to be worth it for a lunch - an important announcement, larger brands etc. - Freelance editor Elisabeth King
Online
There’s no real uniform time as things pop up in digital all the time. But with breaking news and our daily meeting happening in the morning, I find events that start after 10am always a good bet. I prefer lunchtime events (then this can act as my lunch break too) or at the end of the day from 4pm. - POPSUGAR beauty editor Justine Dunton-Rose
12.30pm – 2.30pm and 4.00pm – 6.00pm (two hours maximum). I prefer events that fall within business hours. - Gritty Pretty editor and publisher Eleanor Pendleton
9am for breakfast or 4pm in the afternoon. First thing in the morning is best because then I can go straight to the event from home. Last thing in the afternoon is also good as there's no back and forth to the office. - beautyheaven acting beauty editor Rosemary Bracey
I prefer the very end of the day but before daycare pick-up - so a 3pm start is good, but keeping it short and sweet so I can leave by 4.30pm. - Beauticate founder and editor Sigourney Cantelo
Blogs/vlogs
I prefer events within business hours. Breakfast or lunch are great as long as we are able to nibble - it gets two things done at once! I like it because then the event doesn't interfere with my regular work once I get home. - Chloe Morello vlogger Chloe Morello
I find first thing in the morning is the ideal time to hold an event. Most editors and bloggers feel brighter and fresher then, plus a morning event will ensure we can be back at our desks within a reasonable amount of time, leaving us the remainder of the day to get through our workloads. - BlushHour founder Lauren Dunne
School hours 9am - 2.30pm as it means I can get the kids to school and pick them up. - Oz Beauty Expert blogger Bonnie Gillies
Morning events are fantastic as you don't have to step away from any pressing work. It's easier to factor in an event first thing, as once it starts taking time out of the day, you lose those work hours once you add in travel. After-work times are great, as you can easily get all you need done and then finish off the day with a showing. - First World Beauty Problems blogger Nicola Wood
WHAT DOESN’T
Print
Lunch time events are hard. The thing is, the event may be only an hour but you're looking at a minimum of fifteen minutes each way to the location (plus any time spent trying to get a taxi) tacked onto that. Out of hours events are sometimes unavoidable depending on the nature of the launch or talent involved – but I do treasure my down time after work. - Girlfriend and Total Girl, Melissa Mason
If it only works to have it in the evening, make it as close to 5.30pm as possible. - Harper’s BAZAAR, Anna Lavdaras
A long lunch is often really difficult, because once you incorporate travel time, you can lose roughly three hours of your day. - FAMOUS, Brittany Lane
I HATE breakfasts. I just tell PRs straight - I don't "do" breakfasts rather than tell them I can't make it. - Freelancer, Elisabeth King
Online
Mornings are difficult. My mornings are spent scheduling content and social for the day which makes it difficult to leave the office before lunch. But I know this is different for everybody. What suited me when I worked in print is different to what works for me now. - Byrdie beauty editor Lisa Patulny
I'm not a fan of evening events unless they really warrant media digging into their personal time, which is normally spent with family. - Gritty Pretty, Eleanor Pendleton
Before 9am and most evening events. I don't see why events should fall into personal and family time unless it's truly an extraordinary party. - Rescu founder Bahar Etminan
Early mornings are really tricky when you have kids and 9am is hard with traffic. - Beauticate, Sigourney Cantelo
Monday mornings – this is a time for you to tackle any news from the weekend and get your work week in order. Also events at 9am clash with our morning news meetings. - POPSUGAR Beauty, Justine Dunton-Rose
Blogs/vlogs
I don’t enjoy events that mean I will get stuck in traffic getting there, so something at 8.30am is always annoying and anything towards the end of the working day. I also hate events too early in the morning. I think office hours are the polite way to do it unless it is a special occasion event. - Chloe Morello
I do try to limit my attendance at events that take place outside of regular working hours in an attempt to have some semblance of work/life balance. - Blush Hour, Lauren Dunne
I find lunches particularly difficult (not that I don't love them when I can go!) as they always seem to take quite a chunk out of the day and it can be difficult to get a lot done following. - First World Beauty Problems, Nicola Wood
