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How a Beauty Brand Defied the Laws of Physics

StriVectin launched a new anti-aging neck cream with the help of Broadway star Idina Menzel—and floating donuts.

By Michele Laufik October 3, 2014, 7:15 AM EDT

Yellow calla lilies in dangling vases, along with display pedestals showcasing the beauty cream, dotted the venue, which was designed by Patrick J. Clayton Productions.

Photo: Michael Simon/startraksphoto.com

StriVectin's TL Advanced Tightening Neck Cream Launch
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Apologies to Sir Isaac Newton, but StriVectin is on a mission to fight the forces of gravity—and their latest beauty event proved it.

On September 22, the brand launched its new TL Advanced Tightening Neck Cream with an event held at the Glasshouses in New York City. Tony Award winner and Broadway star Idina Menzel performed in the intimate setting overlooking the Hudson River, singing her smash hit “Let It Go” from Disney’s Frozen, “No Day But Today” from the musical Rent, and “Defying Gravity” from Wicked—in honor of the anti-aging product's lifting properties and the night's theme.

Scoozi Events NYC catered the evening party with a menu of passed hors d’oeuvres that included tuna tartare with yuzu caviar, chicken Parmesan pops, petite crab cakes with caper lemon aioli, tomato tartare, and vegetarian curry on papadum; to play off the anti-gravity concept, some items were presented on trays suspended from giant balloons. For dessert, guests nibbled on Tahitian vanilla cheesecake lollipops, mini frosted donuts, and light-as-air cotton candy in the brand's signature hue.

The high-rise venue space, which was designed by Patrick J. Clayton Productions, featured buttery yellow calla lilies in dangling vases and an upside-down photo booth setup from the Bosco team. In the resulting photos, guests looked like they were standing on the ceiling—defying gravity.

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