From 13th – 20th October 2018, Tailor Maid Communications (TMC) hosted founder of Paula’s Choice Skincare, Paula Begoun in Sydney, Australia.
Paula’s visit was largely focused on the official launch of the new Defense collection into the AU market, whilst also meeting with key media and influencers, to strengthen brand relationships.
The week began with a large scale education breakfast event at Café Sydney, with over 40 top tier media, influencers and makeup artists in attendance. The event focused around a presentation by Paula herself, discussing a range of topics including skincare myths, blue light and her upcoming product launches, with an intimate meet and greet to round out the breakfast.
This was then followed by a 2 day media junket, held in a suite at the Shangri-La Hotel. TMC secured interviews with top-tier Australian media, securing multiple national press placements across print, online and social platforms. The TMC team also used the suite as a backdrop to shoot content with Paula, to further promote her visit across a multitude of social platforms, both in Australia and internationally.
Paula wrapped up her Australian tour with a TV segment on The Morning Show on Channel 7, discussing beauty myths and how she earned her ‘cosmetic cop’ title.
Overall, Paula’s visit was extremely successful, building strong relationships with Australian beauty media and influencers and increasing opportunities for editorial placements and larger profile features. The tour resulted in over 105 pieces of editorial so far, with additional confirmed features due to go live over the next few months.