Go on, give us a demo

In her signature style, the last time we met (pre-Covid) she did my make-up in the back of a cab to showcase her newest Trinny London launch. Quite the joy ride. 

This time our one-to-one was conducted virtually, but she still made it hands-on. Demonstrating new cleansers, she did a deep double-cleanse on camera, showing me her skin before and after, while talking through the formulas between splashes of water. I would have joined her, but my samples were still in the post. 

Surprisingly, most brand people and PRs demo products on their hands, if at all. They might share skincare routines via polished videos on social media, but rarely are we given live walk-throughs like this. “That’s crazy!” as Trinny put it. 

Sure, DIY demoes can feel a bit shopping channel QVC, but giving journos a look at products in action is the next best thing to having us experience them ourselves. 

If spokespeople can show us how they use products, rather than just waxing lyrical about them, we’re getting useful insight. It brings things to life and makes it memorable.

And yes, a peek inside their bathroom is a bonus too.