At our PR agency VLIV Communications, we’ve encountered clients who are curious about hosting a fashion or beauty media event. They see a brand doing a PR event for editors that gets a ton of social media love, and they wonder if they should host one too.
I get the appeal! There’s a ton of benefits to hosting an exciting media event. They get social media traction, build buzz, and have the potential for amazing content.
But…there are downsides, too. Editor events can also be costly, time-consuming to plan and execute, and stressful for ALL parties involved.
PR events ARE incredibly helpful…but brands can also be successful without one.
Ultimately? Brands need to think about WHY they want to host fashion or beauty event. Think: what is the main thing you want to get out of it?
A good fashion or beauty media event opens the door to editors and brings them into your world and brand identity. But – it might not result in immediate coverage. It certainly CAN result in coverage, but the true goal should be relationship building with media.
When Should You Host A Fashion or Beauty Media Event? If…
You’re Showcasing Many Products
Are you launching a full, multi-product collection and want to display a lot of SKUs? In that case, an in-person event does this vastly better than virtual. Editors and beauty/fashion media can touch, feel, smell, and understand the new launches fully.
You’re Creating A Brand Experience at the Beauty Media Event
Events provide a great opportunity to immerse editors into your brand’s world. A well-executed media event creates a 360 brand experience with storytelling at every touch point. If you’re looking to reclaim market share or solidify your messaging with editors, an event helps.
The Products Require Education
Is there large educational component to your brand or brand? For example, a new tool, ingredient, or technology may need more explanation than a press release can provide. Or, if your launch has an experiential element you want editors to try out in person (such as spa or salon treatment), events are the way to go.
When Should You NOT Host A Fashion or Beauty Media Event?
If it’s just one product that doesn’t require much education, you don’t have a compelling brand spokesperson who can speak to the products, or there’s little experiential aspect.
That said, we’re seeing success with events and pop-ups in smaller markets – while not as many editors, we’re able to lean on influencer communities and brands can loop in their own customers and retailers.
And don’t discount email outreach or virtual events – we’ve garnered top-tier national coverage with this!Any PR agency that says they will guarantee coverage is either highly inexperienced or flat-out lying. Any good agency will go above and beyond to secure results for clients! But ultimately, we don’t control what the media does.
