This post focusses more on my day job but think it may resonate with some bloggers as well. It’s something I’ve talked through with a couple of PR friends who get nothing short of desperate when they hold a product launch because they know perfectly well that no matter what day they host it, there will be a clash. And, that’s because it seems as though every single product ever produced gets a ‘launch’. And there are only so many hours in a day.
I recently went to a product launch that took an hour to get to, about five minutes to see the product, and an hour home again. What that represents for me and I guess lots of other beauty writers is two hours working into the evening because I haven’t had a chance to do my day job during the DAY! And to literally look at two products which were only a variation on a theme anyway seemed to me such a waste of time – and I might say, money (theirs, not mine).
I’m wondering if it is that there are so many freelance PRs who, without the same costs as bigger agencies, can afford to PR for a much more attractive price than the biggies, which means that PR is no longer the luxury it once was and is now absolutely standard for almost every single brand, no matter how small. And, the expectation of the client is such that if you hold a ‘launch’ lots of press and bloggers will come which will mean a success for the product. And that just isn’t the case. Not everything needs a launch, not everything needs the physical presence of beauty writers to succeed; sometimes it is literally a question of making a phone call (forget email if you really want a writer to hear you) that pricks up my ears. I had an idea the other day that if you want to catch a busy writer’s attention, send them a cupcake if you need to frill it up and an invitation to tea-by-phone. I’d love that.. because it literally only takes the time of the call out of my day, not the hour into London and hour home for the same amount of product-time investment. And, the very fact that I’m trying to shave minutes off my time at beauty launches to work on writing about beauty tells you that it’s a state that can’t continue.
But, maybe I need to say how it used to be before this post comes off as exceptionally ungrateful! When I first started writing about beauty, a big launch was quite a big deal; we’d really look forward to going to them and they did make the products memorable. There was always a format; a glass of something, a presentation, a demonstration and then some canapés followed by goodie bag and out you go. You would spend time listening and looking and generally being sociable because they were infrequent enough that the time was justifiable. Now, everyone is in such a rush, a PR is lucky to get anyone to sit still for long enough to make it through the presentation, never mind the demo and the canapés! Chances are we are all legging it home or to the office with a quick stop at Subway to crack on with writing, but it always looks rude. I actually witnessed some writers at an event coming in to collect the ‘gift’ and leaving without even taking their coats off and no matter how rushed I feel, I just can’t in all conscience do that unless there is a very good reason. The pace of launches has moved up so many gears, it is not physically possible to attend all of them. And then the PR is left managing the client’s expectations and answering questions about why everyone left or didn’t even turn up in the first place.
What’s working at the moment for me are launches that are a more intimate group setting where it feels like I’m not ‘at work’ so I don’t feel so utterly stressed about losing yet another evening or afternoon, where I get to hear properly about a product in a relaxed setting. It’s harder and harder to do ‘rush and look’ launches especially if they’re not absolutely central because you can end up doing a Challenge Anneke type thing all over London (where most launches are) that leaves you wrung out.. or it does me, anyway. I can only look and marvel at those who can them all! Ironically, in a previous post I had a go at those who send their ‘interns’ or assistants to launches instead of pitching up themselves, but now I really get why sometimes that has to be the case.
So, launches now, in my view, need to stop being about impressing all with much, but more about communicating effectively with less. And then we can all start to look forward to them again.
I probably need to add that I know the effort and work that goes into launches; I love that launches are part of the beauty scene and they’re so important to it, but not everything needs a ‘launch’. And, it would be great if some PRs could pitch in here because I’d love to know if you feel ‘up against it’ with launches.
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21 comments
BRILLIANT post. Actually properly brilliant.
I’m in a bit of an opposite situation in some ways – am site ed for a website plus freelance but the nature of my crazy job means I rarely manage to squeeze in launches and when I do, I really do have to rush off because I have a marketing meeting or a newsletter to do etc.
I have sent interns instead – at one time I was doing that for every event as I figured it would help them with their careers and help me cover products that I didn’t have time to go hear about – but I remember reading your other post and it really made me see it from the position of the PR.
I am so grateful to even be invited to launches – it excites me when I get to go and I appreciate the effort that the PRs put in as now that I know the industry better I realise how hard it is, but I agree that more intimate events and less of them are more productive – I am far more likely to remember and want to write about something from an event where I really spoke to the PR and learned the most.
The only thing I’m not sure on is the phone call – great idea but I really hate having to be interrupted by phonecalls in the day! If they arranged it beforehand though, like a meeting, then that would definitely work.
Sorry for the long comment… was just reading every word thinking yes, yes, yes!
Judy
xx
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I’m still fairly new to blogging (just over 6 months now!) so launches are still quite novel to me, but I really do enjoy them and look forward to them as I get a chance to speak to the PR reps and people behind the brand who know the product best.
For me, this makes it so much easier to write about the product and get excited about it, but I only really get invited to a couple a week, so I can see why it would be hard work trying to go to loads on a daily basis.
I did go to a launch a while ago and wondered why they’d bothered; the launch itself was a lovely experience and the reps were so fantastic to talk to, but even they couldn’t really say much about the product as it was just the teeniest, tiniest update that I seriously couldn’t write about! I left feeling guilty (as there is no way a blog post would’ve been necessary to announce the change) and I saw that nobody else really wrote about it, so it was a bit pointless!
Another great and thought-provoking post 🙂 sorry for the rambling comment! xx
I fully agree with this post and what you’re saying. I only recently started to get more serious about this whole blogging experience, and I have been contacting PR firms for events. Only done two so far but from what I can tell they really do take their time and try to show some effort in making it informative & nice. I don’t exactly travel across the entire country JUST to get the same info I can get online. Nor do I go for just free stuff, as I’m more than willing to buy my own if I believe in a brand or product.
Whilst this isn’t my job (wouldn’t mind it atm) I can make some time for this yes. Sadly if you have certain events colliding on the same date/hours, you have to choose and that makes it difficult. Depends on how you feel about the brand and launch, perhaps even the PR firm itself..
For me it’s still searching a bit and finding my ground, but it’s a social event most of all. If they can make you feel at home and comfortable (in a non lets cram info down their throats and leave it at that), I doubt anyone minds listening to some presentation or press release.
What I don’t want it to become is this walk through event, where you go in and get nothing new infomationwise/contactwise, just to pick up testers and walk out. I WANT them to make the experience more than that, and I shall select events based on an average of their previous efforts. You can’t always get it right 100% for everyone, but the good events will shine through in the end and make selections easier.
That’s a bit more than ‘agreed’ eh 🙂
Yes I find the constant stream of launches quite overwhelming at times, especially as it takes up to two hours for me to get into central London so it writes off the entire day. The one benefit of having several in one day is that when I do get into town, I can go to a few in one go. I like that some PRs are now grouping together their press days though, so you can go to one event and find out about several new products. Makes a lot of sense with so many bloggers living outside the capital.
I’m with Judy on the phone calls though I’m afraid. I deliberately don’t give out my number after being stuck on the phone for up to an hour with PRs in the past. Plus I hate being on the phone 🙂
i dont agree. you need the 1-2-1 still. you need to see the faces and try the products and see the experience that makes the product unique. what you can do though is edit. Choose the events you want to go to and after all if you miss couple of them, the PRs are always accomodating. you meet them over lunch, othey can come into your office and show you what you have missed.
Firstly I never get an envelope so there is no chance of me ever being able to attend the opening of one. I have been in the industry for many years and was a former PR, back in the days when a launch was special and a phone call was vital. I had a great conversation the other evening over dinner with the owner of one of the city’s most renowned PR agency’s and we both agreed that the ways of old were best. I have journalist friend, experienced and celebrated that would avoid a launch at any cost, send me the press release is the best option!
I reserve socializing for friends and family and special work occasions, and to reiterate, if I were to receive an envelope or even a damn press release I certainly would be very discerning about my ability to attend and to be pleased to be there.
Great post and I completely agree with you.
I always feel guilty about not being able to attend a launch but so many times its just not possible.
I try to make as many as I can though.
I thought that I would offer my humble opinion from a brand’s perspective.
Firstly what is interesting from our side – we get an immense amount of pressure to come up with new items. My PR representative has told me before “this editor only wants to see new” and “she is only featuring new so don’t bother submitting that” – my point being that in order to keep some what of spotlight on our brands, our PR support often asks “what are you doing next ?” Sometimes it feels like we just get one beautiful thing finished and we’re asked for new items.
As a small company we put a lot of stock into trying to make sure that
our new products are showcased properly into the market. I personally believe that a launch for my company, should be a celebration of the product but also an opportunity to spend time with the supporters of the brand and to raise a glass in celebration to good times, because God knows there are enough daily pressures running a business. I hope that the two gatherings my company has had since opening its doors were elegant affairs and not stuffy lectures…
For scent based products or for products that are groundbreaking or revolutionary in new colour or pigmentation they deserve more than a piece of paper (press release) – our products are three dimensional and need to be experienced in the flesh.
I believe that my products do speak for themselves, however sometimes after working on development for a year or more we NEED to celebrate that achievement because it is a real achievement – we’re not L’oreal so “new” genuinely is a big deal for us.
I never considered that a launch was now a pressure and not a pleasure so its interesting to read things from your side. There definitely needs to be some editing on the launch front if makes your day job an evening job 🙂
Jonathan
Really good post Jane and one I will quote everytime a client insists on planning a launch for a new eeerrrr lipliner/shampoo/cuticle cream/eye cream that is the same as the old one but in a different colour bottle.
Launches are not just expensive to put on but take such a lot of planning and all wrapped up with the fear factor of no one turning up and the client seething not-so-silently in the corner.
My main beauty client would throw a launch every other week if they could, but we have battled them down to major seasonal switches and events when there genuinely is something to say.
The problem is, dare I say, the clients not the PR. A PR launch is a vanity exercise where they can all stand back patting themselves on the back exclaiming how brilliant they are, to agree with each other that it was a masterstroke to change the colour of the cap on that blackhead spot stick.
Sometimes you win and can launch a product in a way that’s effective and makes everyone happy. Sometimes however you end up in the toilets in a basement in Soho biting your fist at the agony of an empty room, 200 unwanted foot cream goody bags and an angry pacing, client ready to pounce on the first unsuspecting beauty journalist to wander into the room.
PS better not use my real name for this comment….
Living in north Wales makes attending launches difficult. It’s only 2.5 hours on the train, but i now choose one launch to attend each month, then after that arrange one to ones with all the PRs I’ve not seen recently.
In 3 days I can.schedule in at least 12 meetings, coffee etc, and its a benefit to both the PR and to me. And while I don’t think PRs have the time to do that for every writer, I appreciate that they will do that for me.
For those events that I’d love to attend, but can’t, I always ask for press details, and PRs are very willing to send me follow up information, and often, that comes with a phonecall.
Come July, and the Christmas launches, I’ll choose 3 days in the month and come down to attend as many as possible, beyond that, it will be phonecalls!
I do seem to get an invite every other day, and while my husband thinks I have a terribly glamorous life when I’m in London, the time and expense to attend one product being launched is not optional!
I am.however very much looking forward to a 5* dinner launch next week, that i am coming to town for!
Spot on post!
I actually prefer one to one meet ups rather than one massive launch, because as fun as a launch can be (when it goes well – which is seldom at the best of times!) you get to know the journalist better and it’s a lot less time consuming for both parties. However, it is always a battle with clients as they still think that by throwing a big event, that is how they get coverage. They just can’t fathom the thought of how one to ones are more effective. I’ve even had clients go through the guest list checking who has turned up and who hasn’t (which is a nightmare!).
It’s especially hard for me now as the sole in-house PR. If more than one member of press turns up at an event I feel rude to leave the journalist I am talking to (which I do genuinely enjoy doing) but equally rude to not greet the new guest. This is why I do try and get out to meet journalists whenever I can, even if it is just a quick coffee.
A great post Jane. I really liked your comment about sending a cupcake. As a small brand owner myself, we don’t have big budgets for launches so we try to find innovative ways to get our products seen. Some PR companies do certainly see a “launch” as the easy route to market without looking at the value for money angle. It can be very frustrating for small brands as there are some glossies who just wont entertain us unless we have some famous celeb brandishing our brand and we have photographic proof of it. Interesting from the comments that some people like a phone call, some hate it, I think you’ve got to try it all and hopefully not annoy people. Being based in the West Country, we don’t pop in and out of offices on a daily basis but we plan to get as many appointments to see people as possible in a 2/3 day stretch with our PR. Finding the right PR is also very difficult for us, they all trot out the portfolio but some fail to deliver spectacularly for a lot of money!
Great post Jane, its nice to see something from the journo’s side about beauty launches. I always cringe when a client agrees to a launch event – I’ve even had to organise launches when the client has attended so we’re really under pressure to make up numbers. The pressure doesnt end there either! We then have to harass journalists that attended desperately trying to achieve coverage just to prove that the event was a good investment. Nightmare!
We understand how busy journalists are and i do feel that 80% of the time, an event isnt needed – budget is best spent in thinking up creative ways to add a personal touch to introducing products to journalists.
We’ve found at our agency that sending out personalised packs with products and a little gift have been far more effective and i hope we can all move towards this a little bit more.
I hope other PRs read this and consider it for their next proposal!
Kirsty
P.S. Sorry for the grammatical errors – typing on an iPad!
As a PR I completely agree with this post, some products don’t require a launch but unfortunately the it’s the client that wants to hold one…
Clients tend to think a launch is the only way. I think it is up to the PR to guide the client accordingly, but it isn’t always easy. Good ol fashioned phone calls are always best, on the off chance th beauty eds PICK UP THE PHONE !
I work for what you would call a boutique PR agency, my team specialises in beauty, hair and grooming. We don’t have huge paying clients with budgets that could sink battle ships. However, when we do have the budget to do a launch, although it’s a brilliant opportunity it can also be an extremely difficult.
We not only have to manage client expectations, keep within budget, liaise with venues, organise catering, flowers and gifts.
We also have the ridiculously hard task of getting journalists to commit to attending.
Because we don’t have huge budgets to take journo’s out for lunch at the Wolseley every week we aren’t best friends with them. We really have to work hard at building and maintaining relationships with journalists because we can’t buy their friendship with champagne, extravagant gifts, press trips to Paris or dare I say it, advertising space.
That’s why when we have a launch (maybe once or twice a year which we have to fight for), its very frustrating to have journalists not attend when yes we do believe it’s part of your job to attend. Especially for those PR’s who don’t have launches every month!
I understand where you are coming from, but maybe journalists should think about which launches they go to and prioritise rather than just going to the ones where they know they will get expensive gifts and see their PR bffs.
A few suggestions
* Buy yourself a digital dictation machine, dictate your articles while travelling and email it to a friendly freelance typist to type up while you party (I mean go to launches).
* Product webinars, have seen a big change in continuing professional development with a lot being done by webinar and well attended. Try Brighttalk
This…
“We’ve found at our agency that sending out personalised packs with products and a little gift have been far more effective and i hope we can all move towards this a little bit more.
I hope other PRs read this and consider it for their next proposal!”
I almost always have to turn down events as I’m so far away & even if I was closer it would be impossible due to my personal circumstances. Tbh I’m astounded at the number of launches you guys run/attend.
When I worked in PR the approach Kirsty mentioned was absolutely the norm… there was NO chance of journalists giving up a chunk of their day to attend something (unless it was mega!) when they could acquire all of the materials needed via courier/email/phone.
Less of a social/relationship building element but a lot more productive for both parties in the long run!
If a product is only relaunched or modified, surely a press release, phone call and samples sent is enough.
I do think writers need to prioritise their events more. PRs are hardly going to be understanding when you say ‘oh, I have to dash off here’ after staying just staying for half an hour at their event and collecting the goodie bag.
To those saying ‘beauty writers should prioritise more’, it’s not that easy. From a fashion perspective it’s similar, sometimes 20 events in a day of which you can physically only go to 10 at most (Im really talking about press days). So when you reply to the unchosen 10 to say sorry, I can’t make it, you then get these almost-begging replies which make you feel bad and add to the pressure.