What do beauty editors want from your launch?
Debbie Selikman, editor of beautyheaven, says she’s looking for a press release with the exact name and price of the product, as well as the on-counter date and stockist details. It’s also good if a brand has any experts on-hand and we have their details, in case we want any extra information.”
We use material and information gathered at launches in two ways,” says Michelle Blancato, online manager of beautydirectory. We always put up a bd Social report and gallery on the site, and we can use the information from a launch as inspiration for a feature or blog.”
Lauren Carter, beauty & features journalist for trade magazine Professional Beauty, agrees that having the correct information available in the press pack is imperative. It’s vital that PRs ensure all relevant product information – including the physical product itself, all stockist and company contact details and several high resolution images on a disc or USB drive – are included in the press pack.”
When will they feature your product?
Online publications and bloggers agree that if a product is relevant to their audience, they are very likely to feature it on the site soon after the launch. It could be the same day, it could be later that week,” says Olivia Mackinnon, beauty editor of beautyheaven. Or depending on our schedule it could be a month. The beauty of online is that there are endless spots, so even if we’re full up, if it’s newsworthy today – it’ll go up.”
Nikki Parkinson, blogger at Styling You, says, If I go to an event, and the product isn’t embargoed, it will be blogged about within two days.” She also points out that bloggers do need lead time for their planning, so please don't email us the day or week of your product hitting the shelves.”
Monthly magazine staffer Eleanor Pendleton, however, says that working on InStyle three to four months in advance means an event’s timeliness is important. If a launch is held one week and the product is on counter two weeks later and it isn't applicable to me or my reader, it'll be old news by the time we publish it.”
Working on a weekly magazine, beauty editor of OK! Sharon Goldstein says that she’ll consider a product for immediate stories, as well as features scheduled for down the track. She insists, however, that a launch doesn’t actually guarantee a product will make it in the magazine. What it comes down to for me is the quality of the product and the relevance of that product to my magazine’s readers,” she explains.
Some of the beauty editors’ favourites…
Eleanor Pendleton, beauty editor, InStyle
It’s a toss-up between Chloe Eau de Parfum by COTY (2008), L'Oreal Paris in New Zealand by L'Oreal Paris (2010) and Simple at Jonah's, Whale Beach by Buzz Consulting PR (2011). Each launch was utter perfection (who can forget the smell of that breathtaking wall of 5000 real roses at Chloé?). I appreciated every single detail (and woman behind the scenes) that made each of those three launches a complete and enjoyable success. All three will be remembered and I will continue to feel very grateful for being given the opportunity to attend.”
Olivia Mackinnon, beauty editor, beautyheaven
I have to say NIVEA Hydra IQ because it was so involved and so relevant with the jet boat ride and 100-year anniversary. Also special mention to Elizabeth Arden's Peace, Love and Juicy Couture launch, the Hydro surf lesson and the Australis Paparazzi Perfect launch.”
Nikki Parkinson, beauty & fashion writer/blogger, Styling You
My favourite would have to be Pantene Clinicare in February for the simple and thoughtful fact that I was flown to Sydney and a private car transported me to and from the event. It meant I only had to re-jig my schedule to be there - not my travel budget.”
Sara McLean, beauty writer, DOLLY
I loved the TRESemmé Colour Revitalise event with the cameras. It brought a nice personal element to a professional part of the day.”
Lauren Carter, beauty & features journalist, Professional Beauty
I’d be lying if I said I didn’t like a good feed – my favourite launches have been held at great restaurants and cafes. Whether they’re large-scale events or smaller private functions, a restaurant launch is always memorable and enjoyable!”
Danielle Jackson, beauty editor, Who
A recent standout function had a beautiful, easy-to-get-to venue, tasty food and nice non-alcoholic drinks (a must!), a charismatic expert was on hand to explain the product, topped off by an amazing surprise (custom-fit jeans) that fit in perfectly with the theme of the custom-fit make-up range. The timing was an added bonus – we were in and out within an hour – the perfect launch.”
Elise Phillips, blogger, Stuff That I Bought
Going to Melbourne for the launch of was a fabulous experience and gave me a great story to tell. Another stand-out is the first-ever beauty event I attended – a blogger-only session at Kit with DDF scientist Dr Laura Goodman – she taught me more about skin that night that anyone else ever has.”
Sharon Goldstein, beauty editor, OK!
There have been two recent absolute stand-out events – the first was a glamorous black-tie dinner held at an exclusive Sydney location for a fragrance launch. The event had its own pamper bar on-hand, we were given the opportunity to borrow fine jewellery for the evening, we were treated to a first-class dinner and were chauffeured to and from the event.
Another recent amazing event for a skin/body care brand involved us being told we were attending a cocktail party at Fort Denison, only to arrive and be surprised to be met by our loved ones who joined us for dinner and a fireworks display over Sydney Harbour.
Press trips are also always a standout and I am lucky enough to have been invited along to places like Qualia on Hamilton Island, Peppers at Palm Cove, Bells at Killcare and Saffire in Tasmania. These trips are always first class – but one of the best things about them from a PR perspective is that you have the beauty editor’s undivided attention.
While these events I’ve listed are all obviously big-budget events, please note that a huge expenditure isn’t a necessity to host a stellar event. There have been some superb cocktail-and-canapé events simply held in a brand’s store, and there was even a recent event where we were invited to a fake supermarket filled with a brand’s products where we were invited to ‘go shopping’ by grabbing a basket and helping ourselves to products. As I mentioned, it’s all about getting that perfect mix between an exciting product being launched with a creative and interesting venue/activity.”
Beauty editors reveal: Part I
- What makes an effective launch?