With a commute in the mix, by 7am I manage meticulous-ish makeup. I might even get my hair around a tong. But ask me to log on at my kitchen table at 8:30 and I’ve barely found time to brush my teeth. 

 

It doesn’t add up. But it does explain why during virtual launch events I’m generally hiding in the cameras-off camp. It isn’t because I’m not present or engaged (promise!) 

Sometimes I feel bad though. Rude even. I’ve caught the frustration of make-up artists talking to a bunch of static profile pictures while trying to spur them to swatch along. Or perfumers looking for reactions to creations as they graciously walk us through a medley of notes.

 

But other times I’m relieved – quite often there’s no option of appearing on screen as a spectator even if I wanted to. (Be it something that’s pre-recorded, or formatted as screen shares, etc.) 

 

The thing is, we’re rarely informed about the formats of virtual events in advance, though it’s something that’s quite nice to know. And for launches that may benefit from some ‘phygital’ presence, a little heads-up wouldn’t go amiss. “This is going to be interactive; it would be great if you want to turn cameras on,” kinda thing.

You never know, I might actually brush my hair.