From stunning harbour view restaurants to rustic spaces, New Zealand isn't short of venues for beauty launches and events. However, there are equally as many not so great options, so we asked a selection of the country’s leading beauty media for their thoughts on venues and transportation.
Travel
Whether in the form of a taxi card, private driver or Uber code – transport is always highly valued.
“While it’s not expected, it is always appreciated when cars are provided – especially handy if there is alcohol being served” said one beauty editor. Another agreed, adding, “I think transport is quite a big thing – if there’s absolutely no parking or if it costs to park at the venue, I think it’s appropriate to send cabs or an Uber code.”
It’s also good to remember that beauty media are very happy to share a cab or car, so don’t be afraid to organise a ride for a group from the same company.
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 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 or account for the possibility of no-shows.
To ensure there are no double-ups in the first place, brands and PRs can check the calendar on beautydirectory.
If your launch involves air travel, arranging transfers to and from the airport or having a cab charge waiting at the destination is a must according to beauty media. “While I’m always very grateful for such opportunities, it’s not in the company’s budget to cover transport to the airport for beauty events.”
Location
While a day trip to Waiheke is never taken for granted, it can be taxing on time and budget. One beauty editor revealed her preference for beauty events are, anywhere that’s not too far away as that means a lot more time out of the office. While a definite perk of the job are events, when there a couple in a day, it can be difficult for beauty editors to actually get work done and they in turn have to put in long hours to accommodate. Remember, some media also work part time so time is of the essence!
Don’t underestimate the value in a breakfast at a nearby café – all media interviewed agreed this was an ideal way to learn about new products as the casual environment and intimate nature facilitates an open forum for discussion and the ability to ask more questions.
Sound
A beautiful, large space is all well and good but make sure to check out the sound dynamics first. “If it’s a large space or it’s spread-out wide don’t just rely on “can you hear me down the back?” We might lose key messages by not being able to hear, so amplified audio is helpful,” said one beauty editor.
Simple (sometimes) is best
A fussy venue can detract from the product and key messages so before getting carried away with dressing the room, take some cues from a beauty ed – “I actually really like simple spaces like with plain brick walls, like Quay Project in Britomart, so you don’t lose focus on what you’re there for and there’s space to have a video presentation.”
The right lighting
This might not be top of mind for event planners’ lists but lighting should be an important consideration when choosing a venue, particularly for beauty events. Both influencers and media will appreciate good lighting for the photos they're sharing with their audience, remember natural lighting is always best for selfies! The products themselves will also look far better on social media if they are correctly lit. Products displayed on windowsills or that are heavily backlit are tricky to photograph with a phone.
Top tip: Visit the venue at the time you're going to be holding the event so that you can judge the lighting as it will be on the day.
All in all…
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,” said one beauty editor.