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Garnier's Product Launch With Punch

November 19, 2002, 12:00 AM EST

Garnier's Fructis U.S. product launch Whitespace Thursday, 11.14.02, 6 PM to 12 AM
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The marketing and PR team behind the U.S. launch of Garnier's Fructis shampoo and conditioner knew that a traditional presentation wasn't going to get their product onto the pages of beauty magazines. Instead, they hosted a press party at Whitespace that matched the profile of its target consumer—cool and hip.

“We really wanted it to be a celebration,” says Carrie Goldstein, events director at Bratskeir & Company, who planned the event along with Maybelline-Garnier's vice president of PR, Lisa Carvalho, and director of PR, Greta Mendelsohn. Beauty editors were greeted with caramel apple martinis and guided through a brief marketing pitch where Masters of Branding created five different bathrooms decorated with Fructis bottles. The group was then herded to the venue's second floor for a cocktail party, where green light (matching the color of the Fructis bottle) filled the room, and Fructis commercials were projected on the walls and on flat-screens, while rows of Fructis bottles lined clear bars with strips of glowing green lights.

Knowing that guests had five hours to mingle—and sip martinis—Match Catering and Eventstyles offered a hearty lineup of food: full-size hot dogs (as opposed to the dinky mini ones), cups of French fries, lobster rolls and chicken salad cones.

Jill Musguire

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