There have been major changes to the media industry lately, and it’s not just jobs that are getting the cut, with finances being tightened across the board - including travel budgets. This impacts on the beauty industry when it comes to the organisation of events and launches.
Unless travel is provided, it is becoming increasingly difficult for beauty media to get to events held far from the CBD, at peak hours (where traffic plays havoc with the taxi meter) and at difficult-to-find locations. After hearing feedback about the difficulty of justifying travel costs – just think, there are on average five events each week - we asked some beauty editors to share their thoughts on the topic. For many beauty editors, corporate card expenses and cab charges are limited and companies are becoming more and more strict with them,” says InStyle beauty editor Eleanor Pendleton. Also, freelance beauty writers can't afford to spend $100 on taxis to get to and from an event.”
Before organising your next product launch, take a look at the below tips from a number of Australia’s top beauty editors on the perfect location and travel arrangements for events.
Location
While a day trip to Palm Beach for a new product is a lovely experience, it can be taxing on time and budget. beautyheaven editor Debbie Selikman reveals her preference for beauty events are, anywhere that’s not too far away as that means a lot more time out of the office [and] places that are central but have easy parking are best.” Cosmopolitan beauty editor Leigh Campbell agrees, saying, Close proximity to ACP is always helpful. Don’t underestimate the convenience of our ACP meeting rooms. Use them!” Campbell also notes that leaving a venue can be an issue at times. Botanical Gardens Restaurant and Boy Charlton Pool are always very difficult for taxis,” she notes.
In fact, many beauty editors agreed that the idea of a brand coming to them rather than the other way around was a very pleasant proposal. Hosting an event at the publisher's house in a conference room is always welcome,” says Pendleton, with FAMOUS beauty editor Justine Dunton-Rose adding, for small launches or events, I love it when brands are able to hold briefings in the office building. It just makes it so simple to get all the core information easily and quickly.”
For The Plastic Diaries editor Kimberly Nissen, event locations can get tricky for her with no car or travel budget. I like locations that are in the CBD within walking distance from a train station. Being someone from a small business, I do not have a budget for taxis, I need to be able to get around quickly and cheaply.”
When it comes to choosing a location, it’s also worthwhile taking a look at how difficult they are to find. Locations that are easy to get to are always a God-send, it makes our trips so much easier and we're (almost) always on time!” says Dunton-Rose.
Parking
When it comes to getting to events, most beauty editors will be travelling by taxis, with a few lucky ones driving (and some even relying solely on public transport). When organising an event, it’s also important to find a location with easy parking.
Rescu editor Bahar Etminan reveals her favourite events are those that are easy to get to, such as the city, or have parking nearby. Darlinghurst, specifically Luxe Studios, and some places in Redfern and Alexandria are just impossible to park or to get a taxi out of. Please don't try to be too tricky. We don't mind going to the same places, as long as they are convenient and comfortable,” she says.
It is really great when parking is provided,” Etminan adds. We don't have the budget to cover parking and for many of us, we have to claim back expenses after paying out of our own pockets. This small gesture really goes a long way particularly for city events and/or locations where parking is expensive.”
Providing transport
While organising a launch doesn’t come cheap, it might be worth sacrificing the top-notch five star restaurant and instead opt for a nice but less expensive location and use the saved pennies for transport. Providing transport is always a plus in both our and our editor’s eyes,” reveals Campbell.
Whether in the form of a taxi, taxi voucher or private car – transport is always highly valued. It is always appreciated when cars are provided but it's certainly not expected,” says freelance beauty editor Michelle Bateman. Dunton-Rose agrees, adding, if there is budget, car transfers are always an absolute blessing. But I understand that this is an absolute luxury.” It’s also good to remember that beauty media are very happy to share a cab or car, so don’t be afraid to have four ACP girls from different magazines all filing into the one vehicle.
If your budget allows it, provide transport!” agrees Nissen. That way we will be there on time, we won't have the stress of traffic/parking/public transport to annoy us, we may be able to enjoy one of the lovely alcoholic beverages served and we will enjoy your event far more.”
And for those peak times on the beauty calendar when there are multiple events on the same day, it’s a good idea to consider the logistics of how media will get from one to the other. One beauty editor has suggested that when a brand books their event at the same time or immediately after another one, they should provide transport to ferry guests between the two venues. To ensure there are no double-ups in the first place, brands and PRs can check the calendar on beautydirectory. And if you’re breaking up the launch into two events, notify beautydirectory of both dates.
If your launch is going to involve air travel, arranging transfers to and from the airport or having a cab charge waiting at the destination will also be helpful for guests.
Driver tips
So, you’ve been the perfect host and provided cars? There’s just a few little tips to keep in mind when briefing drivers on their duties for the event, Don’t arrange the car to arrive too early,” notes Selikman. It can be awkward for both the media and the PRs when the guests are asked to wait outside as the PR and brand run around finishing off last minute touches. The same goes at the pointy end of business. Make sure you provide the driver with the beauty editors names and mobile numbers,” says Pendleton. If an event doesn't run to time and finishes up early, ensure the driver will be on standby at the venue so guests do not have to stand for half an hour on the street waiting.”
Launches and events are a luxury for media, who appreciate the time, effort and expense that goes into hosting an event. However, the bottom line remains that beauty editors have a limited travel budget and are increasingly time poor. With simple location and travel tips making the world of difference, just a few slight changes can turn your launch from a burden into a bonus. I am so thankful to be invited to events and be part of this wonderful industry. I just would like event planners to think about the practical side of their event, make sure it really fits with their brands core message and use their time with us wisely,” concludes Nissen.
