post-event-summary

GLOSSYBOX Limited Edition Harrods Box Press Launch Wednesday 29th February

Summary •

GLOSSYBOX PR was briefed to launch the limited edition Harrods box to UK beauty press and bloggers.

This report will summarise press attendance only.

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It was decided to maximise on the Harrods theme for extra ‘wow’ factor and secure high calibre press by inviting them to the stunning Ladurée Black Salon at Harrods. A product unveil and one to one briefing was arranged to launch the Harrods box.

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Date: Wednesday 29th February 2012.

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Venue: Ladurée Black Salon at Harrods

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Event: GLOSSYBOX & Harrods Press Event – Products unveiled at Ladurée Black Salon. Upon arrival journalists enjoyed sumptuous canapes, champagne and refreshments.

– The glamorous room contained five mirrored display plinths to showcase the Harrods box variation of products and gorgeous macaroon pyramids. Displays were impactful and eye-catching, reenforcing the branding.

– Each journalist was greeted and then individually briefed by the PR from GLOSSYBOX or Harrods, answering all questions he/she may have concerning the collaboration.

– Questions were encouraged, along with a ‘play’ of the luxury products displayed on the tables.

– All press left with goody bags containing the press release, the Harrods box and a box of Ladurée macarons.

By e-vite only‌

Press Attendance

12 PRIMARY TARGET TITLES ATTENDED INCUDING RED ONLINE, METRO AND LOOK ONLINE

AVERAGE LINGER TIME OF 25 MINUTES. SOME MEDIA STAYED ALL EVENING INCLUDING HELLOMAGAZINE.COM AND GLAMOUR.COM

The VIP Press List • • • • • • • • • • • • •

Look, Lydia Thompson, Beauty Writer Metro, Zara Kenyon, Beauty Freelancer Hellomagazine.com, Alexandra Light, Online Fashion & Beauty Editor London Beauty Queen, Hayley Carr, Editor Look.co.uk, Kate Stephens, Editor Planet Notion / Swide, Camille Adomakoh, London Editor Pure Beauty, Emily Miller, Editor Red Online, Marisa Bell, Online Fashion & Beauty Editor The Press Association, Shereen Low, Beauty Reporter WWD, Nina Jones, Editorial Co-ordinator Glass Magazine Online, Viola Levy, Beauty Editor Glamour.com, Rebecca Cox, Beauty Editor Glamour.com, Hannah Powell, Editorial Assistant

The Press Release

Photographs from the Event

The Response Rebecca Cox, Glamour.com Thanks so much for having us, we had a brilliant time! The evening was brilliant – really nice atmosphere and it was great to have both Glossybox and Harrods representatives there to talk about the collaboration. We were also really impressed by the box: every product is luxurious, and we especially love the mini Burberry lipsticks Lydia Thompson, Freelancer for LOOK Online Thank you so much for a wonderful evening, all my macarons have been demolished and I love my Harrods box!

Shereen Low, The Press Association Thank you for the invite! I love my box, especially the SK-II – amazing.

Alexandra Light, Hellomagazine.com Just to say thank you soo much for last night - we had such a good time and I hope we didn't outstay our welcome but we were having too good a time to leave!

Noise on Press Twitter

Instant Coverage

Key Learnings and Conclusions •

The Ladurée Black Salon at Harrods was the perfect venue for the Harrods GLOSSYBOX launch as there is still a buzz around macarons and the association with Harrods was further strengthened. There was also a good fit between the luxury association of Ladurée and the Harrods GLOSSYBOX.

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Dressing the venue made the launch more memorable and the minimum spend budget for the room allowed us to entertain the press in style with an abundance of canapés and free flowing champagne all night.

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The press loved the personalised feel of the evening, with a one to one briefing / overview of the collaboration well received by all.

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The layout of the room was perfect as it allowed products to be viewed from all angles, maximising standing room surrounding the display plinths. Tables and seating areas for press were necessary to encourage longer linger time. Encouragement from team to test products bought brands to life and stimulated interactivity.

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Holding the event after working hours on a Wednesday evening worked well for press and their busy schedules. Having it mid week meant press were less likely to be working on any print deadlines.