Our beauty PR team has been hard at work recently on two major events, which neatly juxtaposed an established brand with a brand new product range. Despite the 25-year age gap between the two, both brands have their finger right on the pulse of cosmetics trends which was communicated loud and clear at the events and, of course, is vital for attracting the attention (and securing the attendance) of the right journalists.
Despite the tough economic climate, the ‘lipstick effect’ remains as strong as ever, with women looking for affordable treats which brighten their day and help them look and feel better. The unprecedented growth of the false lash category is testament to this trend, and the first of our two events saw glamorous music powerhouse, Hed Kandi, and the UK’s number one lash brand, Eylure, collaborating to create the ultimate in going out accessories: Hed Kandi by Eylure lashes. To mark the launch of the new club-tastic range, the cream of the beauty press gathered for a night of glamour at the venue du jour, The W Hotel. We created our very own club experience in the Wyld Room, complete with giant disco ball and a series of Hed Kandi DJ sets. As the beats were banging, journalists were treated to professional lash applications and bespoke Hed Kandi cocktails. Each one was named after our new lashes, so we sipped on delicious Disco Heaven, gorgeous Glitterball and irresistible Ibiza, giving a feel of the summer season just around the corner. The night ended with dancing, prettily lashed-up men (an emerging trend!) and the fabulous Henry Conway, who couldn’t resist dropping by to see what all the fuss was about.
- Diana Vickers performing at COLLECTION’s birthday party
A week later we found ourselves putting on the ultimate birthday bash at top nightspot 24 in London’s Kingly Street to celebrate 25 years of colourful cosmetics brand COLLECTION. Complete with special guest performances, makeup stations, colour matched cocktails, top tunes and much more, it really drew in the crowds. With over 60 beauty journalists, as well as makeup artists, bloggers, stylists, photographers and some lucky competition winners in attendance, it really brought to life the fun and fashionable personality of one of the country’s best-loved and best-selling cosmetics brands, which again has seen tremendous growth in recent years.
The beautiful venue was a pampering paradise: makeup play-stations offered guests the chance to sample their favourite shades, letting them loose to experiment with eye-shadows and lipsticks, or they could avail themselves of one of the professional makeup artists on hand to transform their look. The fun-filled photo booth, complete with comic accessories, was a huge hit and the snaps perfectly encapsulated the electric atmosphere. Pop princess and face of the COLLECTION brand, Diana Vickers, treated us to a show-stopping performance of the title tracks from her up-coming album, supported by new girl band Fanfair who were fresh off their tour with The Wanted and added colourful and youthful exuberance to the proceedings. While media coverage wasn’t the primary objective of the event, it’s been great to see so many journalists and bloggers writing about the brand’s milestone, showing that forever-young COLLECTION has a well-earned place in our hearts. Long may that continue.
