Product previews can be dull repetitions of uninspired event design, but this Jes Gordon-designed daytime press event for CoverGirl was anything but a dreary imitation. For the event, which previewed two new products and also showcased the "CoverGirl House of Beauty"âa historical look at the brandâGordon used vintage decor, colorful catering, and old-school music to spice up the Michelson Studio raw space.
Rather than decorate the entire space in one individual style, Gordon created several different vignettes, which flaunted the design trends of each decadeâstarting from the 50's (the decade CoverGirl was founded) and ending with the 90's. Floral arrangements, colors, fabrics, and even food expressed the moods of the various eras, while the look was pulled together by vintage furniture pieces provided by Eclectic/Encore Props. Because it was a CoverGirl retrospective, original ad images (courtesy of the Smithsonian National Museum of American History Archive Center) accompanied the vignettesâadorning the walls or sitting in display frames. CoverGirl's trend historian (and the former Esquire senior fashion editor) Michael Kucmeroski, along with spokesperson Molly Sims, gave guests a guided tour of the vignettes and the vintage ads.
(The tour-through-the-decades approach echoed a press launch for Mr. Clean Magic Reachâlike CoverGirl, a Proctor & Gamble brandâjust five days earlier. Maybe this is the marketing giant's new event strategy?)
Laurence Craig catered the event, serving an eclectic spread of nibbles to match each decade. The beautifully presented hors d'oeuvres included deviled eggs for the 50's; miniature teacakes decorated with flowers for the 60's; french fries with gravy and cheese sauceâaka "disco fries"âfor the 70's; lobster beggar's purses with citrus crème fraiche for the 80's; and satays of beef filet, swordfish, lobster, duck, capon, scallop, and vegetables to represent the fusion trend of the 90's.
âAnna Sekula
Read about the Mr. Clean Magic Reach press launch with decade-theme decor...
Read about a Sony product launch with decade-theme decor...
Rather than decorate the entire space in one individual style, Gordon created several different vignettes, which flaunted the design trends of each decadeâstarting from the 50's (the decade CoverGirl was founded) and ending with the 90's. Floral arrangements, colors, fabrics, and even food expressed the moods of the various eras, while the look was pulled together by vintage furniture pieces provided by Eclectic/Encore Props. Because it was a CoverGirl retrospective, original ad images (courtesy of the Smithsonian National Museum of American History Archive Center) accompanied the vignettesâadorning the walls or sitting in display frames. CoverGirl's trend historian (and the former Esquire senior fashion editor) Michael Kucmeroski, along with spokesperson Molly Sims, gave guests a guided tour of the vignettes and the vintage ads.
(The tour-through-the-decades approach echoed a press launch for Mr. Clean Magic Reachâlike CoverGirl, a Proctor & Gamble brandâjust five days earlier. Maybe this is the marketing giant's new event strategy?)
Laurence Craig catered the event, serving an eclectic spread of nibbles to match each decade. The beautifully presented hors d'oeuvres included deviled eggs for the 50's; miniature teacakes decorated with flowers for the 60's; french fries with gravy and cheese sauceâaka "disco fries"âfor the 70's; lobster beggar's purses with citrus crème fraiche for the 80's; and satays of beef filet, swordfish, lobster, duck, capon, scallop, and vegetables to represent the fusion trend of the 90's.
âAnna Sekula
Read about the Mr. Clean Magic Reach press launch with decade-theme decor...
Read about a Sony product launch with decade-theme decor...
CoverGirl's House of Beauty and product preview event at the Michelson Studio showcased the brand's history through vignettes designed to evoke different decades.
Event designer Jes Gordon created several different vignettes to flaunt each separate decade's design trendâincluding flowers, furniture, and food.
Laurence Craig created a wide array of themed nibbles including deviled eggs for the 50's vignette.
Blood red long-stem roses, animal prints, and dark furniture represented the 80's.
