| EVENT REPORT 06.01.09 10:31 AM |
PRINT | SEND TO A FRIEND |
|
| Summer Hours |
| With Memorial Day in the rear view, Oakley and a collection of hosts at the Byron & Tracey Salon in Beverly Hills offered separate summer kickoff events flush with gifts and pampering. |
|
Sure, the recession is lingering, but sometimes—according to the marketing strategy of several brands—people just need a break from thinking about it. So Oakley and a collection of hosts at the Byron & Tracey Salon in Beverly Hills, offered two unrelated warm-weather events with a lighthearted feel and a focus on pampering and freebies.
"It's good to celebrate life," said Tracey Cunningham, co-owner of the salon, which began its two-day run on Thursday with Covergirl, Alizé, and other brands, in association with BMF Media Group and the A List. BMF's Bruce Starr said he and Ashlee Margolis of the A List brought together retail clients (who gave dollars as well as product to be a part of the event) that were a good match for the summer beauty theme and the exposure to celebrities, media, and industry folks the suite would provide. |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | Guests lounged poolside at the Mondrian on Thursday for Oakley's event.
Photo: Polk Imaging |
|
|
 | Oakley gave away its sunglasses at Skybar Thursday.
Photo: Polk Imaging |
|
|
 | Signage and product displays showed off Oakley's looks for summer.
Photo: Polk Imaging |
|
|
 | Oakley giveaways included summer-appropriate items like towels and sunglasses.
Photo: Polk Imaging |
|
|
 | The Byron & Tracey Salon in Beverly Hills offered hairstyling and freebies at its summer kickoff event.
Photo: Stefanie Keenan/WireImage |
|
|
 | Outdoor lounge furniture adjacent to the salon beckoned guests.
Photo: Stefanie Keenan/WireImage |
|
|
 | Alizé poured its beverages from an alfresco bar at the salon.
Photo: Stefanie Keenan/WireImage |
|
|
 | Sunflowers and decor from sponsor Café Bustelo popped in the salon.
Photo: Stefanie Keenan/WireImage |
|
|
 | Guests picked up gifts at the salon from the likes of Covergirl and Carrera Vintage Sunglasses.
Photo: Stefanie Keenan/WireImage |
|
|
|
|
About 15 stylists were on hand to attend to guests, who picked up gifts like Express's new maxi dress and Carrera Vintage Sunglasses—which recently launched with a party of its own at the Chateau Marmont—while sipping beverages from Alizé, Café Bustelo, Vitamin Water, and Pom, and snacking on bites from the Little Next Door. DJ Mia Moretti manned the turntables.
"When you watch the news, everything's so depressing. It's just fun to kick off summer and make people feel good about themselves. Plus it's nice to give back to the clients who have always supported you, and it's good for our young stylists, too, to develop their client base," said Cunningham—who added that the salon is not hurting. "People always walk in and say, 'Wow, there's no recession here [because we're so busy].' People want to get their hair done and go on with life."
Meanwhile, at the Mondrian hotel's Skybar, Oakley gave away its sunglasses to invited celebrities and media folks in a low-key gathering above the pool, where mojitos flowed in daylight hours on Thursday.
"This is actually one of our more intimate events," said Oakley marketer Chelsea Jurgensen. "We have a private area for celebrities to come in and pick out a pair of Oakley glasses and view the not-yet-released and limited-edition eyewear, grab a drink, and hang out by the pool—it’s just a nice way to kick off the summer.
Jurgensen added, "It is important for us to maintain our celeb relationships and build more as we go. We have had much success with celeb coverage from print, television, online, and film and continue to keep that going."
—Alesandra Dubin
RELATED TOPICS
Oakley, Gift Suites, Byron & Tracey Salon, Express, Covergirl, Cafe Bustelo, Alize, Carrera Vintage Sunglasses
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 OAKLEY
Fall Preview: What Los Angeles Event Pros Are Working on This Season
Red Bull Skateboarding Competition Stops in Miami, Attracts 600 Spectators
Oakley Chooses Entertainment Fusion Group and WireImage
MORE STORIES ABOUT GIFT SUITES
Emmy Parties and Suites: TV Guide Is Off, ET Moves to Vibiana, HBO Gets Euro Style, EW Partners With Women in Film
Spirit Awards' Pop-Up Sponsor Lounges Look Like Permanent Installations
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Boulevard3
Coined a "counterclub," Boulevard3 fuses the intimacy of a party at a private home, the luxury of a four-star estate, and the spirit of play. Built on the site of the historic Hollywood Athletic Club, this luxurious venue includes a formal garden with private cabanas, reflecting pools, and a 20-foot-high outdoor fireplace. More >>
EMAIL THIS RESOURCE |
|
Taylor Creative Inc.
Taylor Creative Inc. offers an exclusive rental collection of modern furniture ideally suited for launch parties, greenrooms, media events, trade shows, and private events. With offices in Las Vegas, New York, and Palm Beach, we service events across the country. More >>
EMAIL THIS RESOURCE |
|
Toast
Toast is a bicoastal entertainment production company that handles all aspects of event planning, including decor, live performances, catering, PR outreach, and celebrity wrangling. Toast has designed some monumental events, such as Rolling Stone’s 40th anniversary weekend and Us Weekly’s Oscar Rocks party, which both made headlines. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
