I Just Returned From an Alo Wellness Brand Trip—Fine, I'll Tell You Everything

was the experience elevated in every imaginable way? yes. but its success stemmed from a number of additional factors—brands take note!

I was just about caught up on unpacking from a refreshing trip to Austin with Allergan Aesthetics, when I was on the “road” again—this time just a few blocks down Sunset Blvd. And this time for Alo Wellness. Like, the absolute pinnacle of brand trips (I know, I’m still pinching myself). The thing about brand trips (even if they’re local) is they still require quite a bit of packing. Two nights equals 48 hours of Instagrammable ‘fits, enough makeup for a full face, skincare, shoes, lighting, laptop, chargers. The thing this trip especially had going for it was outfits to be provided onsite. Like, we essentially didn’t have to pack any outfits for the trip.

A couple weeks before arrival, attendees (there were approximately 12 of us) were sent a list of outfit options featuring the latest Alo offerings. When I tell you I was shook to my core, I was. We got to pick like 15 pieces total. This included blazers, outerwear jackets, full workout ensembles, cozy loungewear, you name it. We even got to select an arrivals outfit (HERE’s what I wore).

The two-night extravaganza was at the 1 Hotel West Hollywood, a local favorite. I’ve been there so many times for meetings and drinks and whatever else, but this was my first opportunity to stay overnight, and it was perfect. Especially for fall, it was woodsy and homey with dim, cozy lighting and plenty of space. It’s also nature and sustainability-driven, which aligns with the wellness ethos of Alo.

I was greeted to a huge bathroom chockfull of Alo Wellness supplements and skincare, along with some Kosas makeup and a shower full of Alo Clean Shine Shampoo & Conditioner (a personal longtime fav, TBH). As I exited the bathroom, the nightstand on the left of the bed featured a Solawave Wrinkle Retreat Light Therapy LED mask, while the nightstand on the right was adorned with other goodies, including the Alo Aura Diffuser, which had a refreshing, traditional spa-scented mist that filled the room. It was so relaxing. And then, of course, the bed—covered with outfit options. And the closets, filled with three pairs of shoes, a branded hat, several pairs of socks, fanny packs and more. Suffice to say, I’m ~officially~ an Alo girl. This was definitely reminiscent of the influencer room tours you see on social media (and naturally, I posted one, too).

Spoiler alert: I schlepped home with about five packages more than I started with. Thank goodness they also gifted us with two Beis luggage pieces, because otherwise, I literally don’t know how I would have made it back to my place, a mere 0.8 miles away.

The press trips I’ve joined up to this point have been either all journalists, or journalists with a few influencers blended into the mix. This one was all influencers and two journalists: my friend Taylor Jean Stephan and me. I think there’s always that curiosity of what the other girls will be like. Even when it is predominantly traditional media on press trips, it’s still an interesting observation because it’s not like it’s all the girls you know from your weekly events. There are people from all over, which can be enjoyable if it means making new press trip friends. It can be awkward if the people aren’t your vibe. Journalists are typically going to be more aligned with other journalists, and vice versa for influencers with influencers—both have their own ways of covering events, and their own different “event lifestyles.” Taylor and I both love capturing content, so we were able to immerse ourselves with the other girls in that capacity. She also happens to be a pilates instructor on the side, so she definitely fits the influencer ~aesthetic~.

As the trip’s guests began trickling into the Juniper Lounge at the hotel, everyone was friendly. It actually seemed like most people didn’t know each other. I ended up locking instant eyes with an influencer who I met at the tail end of my Hawaii press trip earlier this year. She was great, and I was excited to hang more than we had on the previous trip. I let out an internal sigh of relief when I looked around and didn’t recognize anyone attached to an opinion I’d already formed in my mind.

From there, we changed into one of our many outfits, headed to the Alo HQ for a fun welcome activity, and then straight to a picturesque dinner on the Waldorf Astoria rooftop. One of my favorite parts of any trip (press or otherwise) is grabbing a nightcap at the hotel bar, heading back to my room, washing my face and comfortably slipping under those air-conditioned sheets. Ahh, the 1 Hotel in particular is such a calming vibe. I had a remarkably relaxing sleep.

Executing a Successful Brand Trip

This has been my year of the press trip. I made a joke in a previous Substack about the freezing cold trip I voluntarily took in 2018 to Albuquerque, NM in the thick of winter. It was to cover some Disney+ press junket with names I’d never heard of for the startup I used to work for. It was literally just so I could say I went on a so-called “press trip.” Just so I could feel moderately important and tell all my friends I finally made it (*insert audible giggle*). Umm, so yes, we’ve come a long way since then.

Based on where we’re at now, I have a sense of what constitutes as a press trip done right. And I have to give credit where credit is due: All the trips I’ve agreed upon and attended this year have been wonderful. I’m extremely grateful for these opportunities and the amazing connections and experiences I’ve encountered along the way. And look, not everything is going to be Tarte Bora Bora-level insanity (which I have yet to experience—here’s lookin’ at you, 2025!). It’s simply about hitting a few key points.

Yes, a desirable location and giftings (in addition to paid general expenses—flight, room, meals) are seemingly the status quo for a press (beauty/lifestyle) or influencer trip in 2024. But in reality, that’s the bare minimum. To really call it a success, the brand needs to meticulously curate a cohesive group for that specific trip. Be it all media, all influencers, or a little bit of both, the group needs to flow. And it’s up to the brand to do their research and really establish the right fit for the vibe they’re looking to match.

Additionally, the attendee needs breathing room. Of course a brand doesn’t want someone who mopes around all day and doesn’t actually want to be there. But realistically, a brand can’t expect an attendee to be on top of every single activity. Press/brand trips pack a lot into a little amount of time. They’re fun and exciting, but ask anyone—they’re tiring. Talk to any travel writer, especially, and they’ll tell you their kind of press trips don’t consist of sipping Mai Tais on the sand. It’s constant movement, which makes sense. Whoever is hosting the event wants to ensure you’re experiencing the most out of the city/brand/whatever the focus so you can write or post about it to its fullest extent.

That said, at the end of the day, the client cares about one thing and one thing only: coverage. So whether a credible journalist writes a review of a new hotel, or an influencer wears a brand’s winter puffer jacket and meets whatever deliverable agreements she needs to share with her 500k followers, that’s all that matters. Therefore, if an attendee misses a 6:00am hike, honestly, who cares as long as it’s not critical to their coverage of the experience?

Ok, so what does the Alo Wellness trip have to do with any of this? Let me explain… In addition to meeting the bare minimum (again, the bar is set high these days), the flow of the trip felt cohesive, and everyone on the group seemed aligned. While, of course, no one was going to turn down a relaxing soundbath, lymphatic drainage, or mat pilates with a renown, Alo-approved instructor—there wasn’t a cloud of pressure looming over us. Everything was easy. No urgency to get anywhere, to stay put anywhere, and the whole team seemed genuinely excited to connect and build out the Alo community with people who bring genuine positivity to the space.

Additionally, there was an essence of exclusivity that extended outside of just the invite itself. We were the first to try the coveted Alo x Erewhon smoothie (launching Nov. 1), and we got our hands on the annual advent calendar a week before the public.

And yes I get it—not every brand will have the budget, access and brand awareness that Alo has. They definitely had an upper hand going into the experience. But as I pointed out, creating a positively impactful experience isn’t necessarily about being the bougiest or most extravagant.

When I wrote for Mane Addicts (before it sadly shut down its editorial dept. earlier this year), I attended several two-day Cosmo Prof hair seminars in Dallas. The educational seven-hour events were a sharp contrast from strutting in luxury leggings and ordering overpriced açai bowls at a five-star hotel. But main expenses were indeed paid (sans incidentals/room service), meals were provided, the team was great and I actually covered a lot of ground. I would squeeze anywhere from 3-6 articles out of those seminars, based on all the hair pros I spoke to. They were all ambassadors for various Cosmo Prof brands, and it was such a relaxed environment to chat about anything and everything hair. I also had their entire team as resources for articles moving forward. We were gifted a ton of hair products/tools, and we had a cute hairstyling pizza cocktail party the night before the seminar. Was it on the same tier as an Alo, Grand Wailea or Allergan trip? Absolutely not. But was it a waste? Also absolutely not. It was just different, that’s all. Still, what I’d call a successful trip for both parties.

There’s much more to be discussed about this topic (including what leads me to turn a press trip down). If you want me to dive more into brand trips (from an editor/influencer perspective, or from a PR perspective), let me know! In the meantime, I posted a bunch of Alo content on TikTok (more to come), so check me out there. And on IG, of course!

Editorial needs below!

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As far as editorial needs are concerned, I finally determined my 2024 holiday gift guide situation. I like being super niche and specific (trust me, it works!). Doing two for Forbes:

1. Best Gifts for the Girl Who’s Obsessed With Her Chic Bathroom

Can be literally anything that fits this description. A fancy soap dish, a cute tray, a luxury hand cream, a piece of art, elevated air freshener, a charming houseplant, stunning candle. Not really looking for traditional beauty products here unless it makes sense for whatever reason.

2. Best Day-to-Night Accessories for the Stylish Girl On-the-Go

Pretty self-explanatory - looking for any giftable accessories (jewelry, handbags/clutches, shoes, scarves, etc…) that are appropriate for going from the office, straight to dinner at Olivetta. Note: the word “stylish” doesn’t have to imply expensive (though it can). But I do want to avoid blatantly cheap.

ALSO, doing a business article for Forbes on the advent calendar craze. If you have a well-known client with an advent calendar (must be related to beauty, wellness or fashion) that’s mid to high price tier, LMK.

I encourage pitches regarding any of the above from anyone with a fit, but please, first genuinely ask yourself if you would include the product in question. I’m only including 10 products for each gift guide and 3-4 featured brands in the advent calendar article so everything needs to count! Let’s think elevated, giftable and maybe (but not limited to) even a little unique ◡̈

I also have opps for someone whose client simply wants more exposure/guaranteed social media coverage. Large media event looking for anyone tied to a digital photo booth, beer, wine or spirits brand that’s open to event donations, general product for media/influencer gift bags or raffle (can essentially be anything), anything whatsoever related to party decor. Will share more info upon interest.

ICYMI, I covered the highs and lows of Stila Cosmetics’ culture-defining 30-year journey. I also announced that 10-year-old Le Mini Macaron launched pigmented air-dry polishes. The launch coincided with the brand’s decision to pivot to Gen Alpha focus after reaching for millennials from the start.

Unrelated to me, but if you’re into digital panels about digital dating, Lise Keeney (Substack author of The Wreck List), is hosting a free online panel next week that blends 2000s nostalgia with pop culture. She’ll be recording it too, for those that can't make it. If interested, RSVP here.

Is there untapped media territory you’d like to dive into next? Shoot me a note and let’s chat!