Met Gala Anticipation

A highlight for beauty press, it’s the one A-list event where the guests’ hair and make-up looks are guaranteed to be as outlandish as the outfits, and with ‘gilded glamour’ being 2022’s dress code the extravagant attention to detail will abound. This year, I sense the fantastical styling will feel more relatable. From the neck-up, at least.

An escapist make-up mood has entered today’s zeitgeist (thanks to celebratory post-lockdown freedom, the thirst for ‘dopamine dressing’, and pop culture influences like Euphoria). Face gems and body glitter, feathers and frills don’t seem as ‘fancy dress’ as they did pre-Pandemic. 

Ergo, I’m expecting a glut of ‘get the look’ pitches, which are of most use when relaying the exact products – or brands – used on a star. If you have this information, don’t delay in sharing. 

Having said that, as well as scouting for press releases most beauty writers will be stalking celebrity glam squads online to see who was using what – so be sure to add value with your communications. Where possible, provide shoppable alternatives if products used are only available in the US, add some insider intel, or quotes different to those used as Instagram captions. 

If you want to promote items similar to those used on the guests it feels fresher to align them with the trends at large than to take a ‘steal her style’ angle. With today’s maximalist make-up movement – hailing the return of Nineties smoky eyes, as well as creative, artsy application of colours – there’s ample opportunity here.