In the beauty industry, live events are occasions for joy, celebration and connection as brands mark product releases, collaborations, advertising campaigns, anniversaries and other milestones. Now that events have shifted from physical settings to screens, brands have the difficult task of capturing the spirit of those live occasions using digital platforms.
“While this situation stinks in so many ways, how do we keep feeling optimistic during it?” asks Jodi Katz, founder of creative agency Base Beauty, which introduced a program to facilitate beauty brands’ digital events. “Maybe 10% of the time or more we’re scared because we’re reading the news, but I don’t want to be scared all day long. Events can be optimistic. We are getting together, seeing each other and moving conversations forward.”
Beauty Independent talked with Katz about important steps to take to execute a successful virtual event. Just because a digital event is faster and cheaper to throw than an IRL event doesn’t mean it should be done without proper planning. Katz suggests brands prepare for a digital event a week or two in advance. The preparation period allows them to promote the event and determine the story they’re conveying with it.
Katz warns brand founders or spokespeople against simply ranting over Zoom to their audiences. A virtual event narrowly tailored to a product launch or fans’ favorite merchandise is constructive. For the event, brands should pinpoint what about the product they want to touch on and consider the current coronavirus crisis in the messages they’re delivering about the product. Products that lend themselves to demonstrations are good fits for virtual events. For example, at-home hair color is a resonant offering at the moment and can be visually compelling through devices. No matter the product or service the event concentrates on, it should have a clear direction lest it become muddled.
