October 2026
Brand etc. brought together beauty media, creators and industry guests at Sails on Lavender Bay to celebrate the launch of Amazon Australia’s 2026 Beauty Advent Calendar, the annual event that kicks off the festive gifting season!
Against the backdrop of Sydney Harbour, guests enjoyed cocktails, canapés and an Australian native wreath-making activity that brought the festive season into focus.
The hands-on experience created opportunities for conversation and content capture, with the Beauty Advent Calendar at the centre of the celebration. It provided a setting for guests to discover the offering and share their own perspective on the launch.
The event welcomed an influential mix of beauty, lifestyle and shopping media alongside established digital creators.
Media attendees included representatives from Daily Mail, news.com.au, Body+Soul and Woman’s Day, connecting the launch with editorial teams covering beauty, gifting and shopping.
Creator highlights included Lily May Mac, Liv Rahme, Not Just Aya, Miss Double Bay, Jade Vice, Nariman Dein, Kathleen Paton and Krissy Marsh.
Within 48 hours, 91% of attending key opinion leaders had shared tagged Instagram content, extending the launch beyond the room.
The event report recorded 10.75 million reported social reach and more than 16.13 million reported impressions.
Editorial coverage appeared on the 14 October (pre-sale date) with coverage highlights including Daily Mail , news.com.au Checkout, nine.com.au Shopping, 7NEWS and Elle,com.au, with pre sale selling out in less than 12 hours, with the media coverage attributed more than 20 million in potential editorial reach.
We can’t wait for next year!
