By Anna Sekula Posted July 11, 2008, 12:49 PM EDT
Broadway musicals aren't usually the focal point of daytime fragrance launches, but yesterday, at Cedar Lake Center, Antonio Banderas and beauty and fragrance company PUIG USA debuted their latest scent along with a short performance from In the Heights. Presented to approximately 80 guests in the ground-floor space of the west Chelsea building, the early-afternoon event introduced Blue Seduction for Women and also announced the partnership between the Antonio Banderas Seductive Fragrances and charity organization Broadway Cares/Equity Fights AIDS. (The company will donate $1 to Broadway Cares for every Blue Seduction gift set sold during the holiday season.)
Thanks to the partnership—and Broadway Cares' powers of persuasion—select cast members of the Tony award-winning production not only performed at the event, but they also worked with assistant Latin choreographer Luis Salgado to help children from different community groups act out a scene.
After remarks from PUIG USA execs, Broadway Cares' associate director of development Frank Conway, and Banderas, two In the Heights cast members took to the stage with a rendition of “When You're Home.” This opened up the floor for an energetic song and dance by children who benefit from various community organizations such as the House of Roses, Ballet Hispanico School of Dance, R. Evolución Latina, Steps, and Broadway Dance Center.
To decorate the space for the launch, the marketing folks from PUIG USA and PR agency Clifford/Bratskeir Public Relations worked with the production team at EventStyle. Using the color of the bottle and its packaging as a starting point, the event design firm chose blue spotlights and a watery projection to accent a minimal look of white cocktail tables and stools. The perfume itself sat in front of the stage on illuminated boxes. Catering company Creative Edge passed light bites as well as cocktails, juice, and champagne.