Press days or previews are no longer about showing off your fashion and beauty collections for the up and coming season. These days you need a bit of a novelty in order to get the interest of the journalist or blogger. With several events on most days it is the press day that has the wow factor that will generate the most buzz. Last week Twitter and Instagram was full of images and comments from the Jo Malone launch for their new fragrance, Peony and Blush Suede. When I got there I could see exactly why. It was pure decadence otherwise known as Cologne meets Couture. The room was covered in thousand and thousands of peonies which had been flown in for the stunning installation creating a divine smell. I am still swooning. Brands are now using technology as a way of making an impact. There is the obligatory tweet screen which contains people talking about the brand but an effect that brings out the personality of the brand.
As well as a stunning A/W collection, Marks & Spencer boasted a café and a stacked fridge full of M&S goodies. They also had a tweet screen and a bar with iPads for journalists and bloggers to encourage them to look at the M&S website and stay and work in the cafe area. However it was their use of Twitter that caught my eye.
“The iPads in the cafe were set up in case any guests wanted to tweet, browse the Marks and Spencer website, browse our Style Edit ,” a spokesperson from M&S told me. “We wanted to create a comfortable environment where writers and bloggers could pick up some lunch, grab a coffee, stay and work, post blogs or file copy for their pages. The feedback we got is that press enjoyed seeing their tweets on the screen and were also interested in which pieces were popular with their counterparts at other publications. From an M&S perspective it was great for us to get a real-time feed of the pieces the press loved at our press day.”
At their last press day New Look knocked the ball out of the bag by hosting a Google Hangout in the middle of the event with Muse TV. Now how cool and trendy is that? This season they took things a step further by issuing a ‘like’ scanner to everyone and asked them to scan all the items that took their fancy so they can analyse trends. With summer on its way (fingers crossed) all the beauty brands are talking sun care and Boots are on it. They have numerous products on the market to suit every skin tone and type. At their press day a few weeks ago they were showing off their new app which helped you work out you sunscreen was the best match for your skin. As I am a bit of a divvy with sun cream I found this to be very useful.