Canadian skin-care brand Dermaglow launched its redesign and new Essentials line to 75 members of the city’s beauty media at Malaparte on Wednesday, June 1.
The event's all-white decor—in the form of angular chairs, square tables, and product stations—mixed with floor-to-ceiling windows to result in a bright setting. “We wanted it to be very fresh, very clean, but not too clinical,” said Alison Slight, managing director of Candice & Alison Luxury Event Management.
A focal point of the space was the 10-foot-tall flower arrangement from Pink Twig Floral Boutique, in the centre of the room. The flowers represented Dermaglow’s new packaging colours, with each hue corresponding to a different product line: blue for Essentials, pink for Anti-Aging, orange for Radiance, and purple for Prevention. “It was an artistic interpretation of how to bring these four product categories to life,” Slight said.
Upon entry, guests received an empty gift bag, which would be filled by the end of the afternoon. Moving between different product stations, guests were able to talk with Dermaglow representatives, test each item, and take each one home. Behind each product station hung a large image of the main ingredient within the product. A brief press conference was also held during the event.
As Slight explained, it was all about the details. “We wanted to make this a premium experience for the media,” she said. Oliver & Bonacini provided the catering, with a ceviche station, passed tapas, and churros for dessert. Uniformed male models circulated with the food, which included colour-themed Bobbette & Belle macaroons. Guests could also make use of complimentary valet service, provided by Gatsby Valet.
