| EVENT REPORT 03.30.09 1:48 PM |
PRINT | SEND TO A FRIEND |
|
| L.A. Story |
| The launch party for prescription lash enhancer Latisse was almost like a hyperbolic slice of stereotypical Los Angeles culture: luxe rooms filled with sleek and airy design, attractive cosmetic-minded doctors, and stylists at the ready. |
|
Here's something that might fit squarely in the only-in-Los Angeles file. Allergan—the maker of Botox—has launched a product called Latisse, an FDA-approved, prescription-only tonic designed to grow longer, fuller eyelashes. Allergan's senior manager of corporate communications, Heather Katt, worked with the Chandler Chicco Agency and Harrison & Shriftman on a launch party that looked sleek while playing up multiple L.A. stereotypes at once.
The party space—an old retail unit at 800 North La Cienega—got a stylized design, with mostly white decor and carpet, and lighting that bathed the rooms in candy hues. Cala lily centerpieces sat in long troughs decorated with a black graphic print, and LED tubes hung from the ceiling for a slightly futuristic look. Drawing inspiration from Philippe Starck, Marcel Wanders (designer of Miami's Mondrian hotel), and an all-white minimalist beauty pop-up store he once saw in Japan, Harrison & Shriftman's Ryan Jordan created a look he described as "a futuristic vibe for a revolutionary product, an environment that's very chic and sophisticated, not too clinical or pharmaceutical." |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | The Latisse launch had a Philippe Starck-inspired look.
Photo: Claire Barrett |
|
|
 | The lighting in the all-white space gave the room a candy-colored look.
Photo: Claire Barrett |
|
|
 | Tufted white seating dotted the space.
Photo: Claire Barrett |
|
|
 | An exhibit in one room of the party space concerned the history of eye enhancements and products.
Photo: Claire Barrett |
|
|
 | Kathleen Sacchi catered the evening's passed snacks.
Photo: Claire Barrett |
|
|
 | A giant eye served as semi-Surrealist wall decor.
Photo: Claire Barrett |
|
|
 | An eye image backed a chair, and cala lilies sat in neat rows as centerpieces.
Photo: Claire Barrett |
|
|
 | Bartenders poured behind a tufted white bar.
Photo: Claire Barrett |
|
|
|
|
|
Lab-coat-clad doctors explained (and approved the use of) Latisse for guests. Servers with bright stripes painted across their eyes and temples passed trays—and also bolstered the Zoolander-ish feel of the party.
In the center of the space, photographer Matthew Rolston's museum-like exhibit about the history of eye enhancements and products gave guests a brief education. (Did you know the first false eyelash was featured in D.W. Griffith's 1916 film Intolerance?) Elsewhere, stylists touched up makeup and brows, and a photo station spit out digital prints of guests emblazoned with the Latisse name. At a computer terminal, guests entered their names and contact information in order for Latisse to make donations to Make-a-Wish on their behalf (and to be included on future emailing lists for the product).
Among the crowd of about 250 guests in the celebrity, media, and industry realms were the likes of Angie Harmon, Jewel, and a just-married Mandy Moore.
—Alesandra Dubin
RELATED TOPICS
Latisse, Allergan, Make-A-Wish Foundation
MORE EVENT REPORT STORIES
With Help From Lexus, Cedars-Sinai Gala Breaks Fund-Raising Record
Hello Kitty's Anniversary Pop-Up Takes Over Japanese-Inspired Royal/T
Gen Art's Fresh Faces Opens Inaugural Rock Fashion Week L.A.
Microsoft Introduces Windows 7 With Cute Kid, Product Vignettes
This Is It Premiere Sprawls Over L.A. Live With Aerialists, LEDs, and Fans Galore
MORE STORIES ABOUT LATISSE
Events and Pop-Ups Are a Boon to Troubled Retail Real Estate—and Vice Versa
MORE STORIES ABOUT MAKE-A-WISH FOUNDATION
Make-A-Wish Brings 94 Wineries to Moulin Rouge-Themed Fund-Raiser
Southern California's Top Food, Wine, and Hospitality Events 2008
How to Choose an Auctioneer
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
The Mark for Events
The Mark for Events is L.A.’s newest event venue, on Pico Boulevard just minutes from Beverly Hills, West Los Angeles, Santa Monica, and Hollywood. It is a full-service venue, specializing in fine food and beverage, with state-of-the-art decor and lighting design. More >>
EMAIL THIS RESOURCE |
|
IML
IML is the market leader in interactive electronic voting and audience-response systems. Its keypads enable your audience to send live text messages and vote during PowerPoint presentations—you can even use the keypad's built-in microphone during Q&A sessions. More >>
EMAIL THIS RESOURCE |
|
Town & Country Event Rentals
Town & Country Event Rentals opened in 2005 under the direction of Classic Party Rentals founder Richard LoGuercio. In four years, it has gained the respect of many of L.A.’s top event producers through dedication to personal service and outstanding quality, as well as a massive inventory of the latest designs. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
