Most beauty editors have seen it all before—they often go from breakfast event to luncheon to cocktail party, all filled with new products. But they couldn’t have seen the chichi Philippe Starck-designed apartment building on Wall Street, Downtown, without an invitation from Bourjois Paris. The cosmetics company held its press event at a luxe model apartment in the high-rise, which is scheduled for a 2006 opening. (The rest of the 42-story building is so raw, the all-female group had to pick up hard hats and sign limited-liability waivers on their way in.) Guests signed up for appointments at intervals of their choice throughout the day.
“Our first requirement was a space with a beautiful kitchen,” said Bourjois PR manager Corinne Zadigan, who coproduced the event with PR director Celine Kaplan. Since the cosmetics company was demonstrating its unique method of oven-baking its eye shadows to the perfect consistency, the Parisian kitchen-theme event included a macaroon baking demo by a Tentation chef, followed by a pink eye shadow preparation by a Bourjois product developer. (The candy-pink KitchenAid blender used in the prep was so cute, we could hardly resist taking it home.) Tentation also catered light hors d’oeuvres like salted melon slices, apple-wrapped chevre bites, mini macaroons and sorbet cones—as well as a surprise birthday cake for Kaplan, who joked, “And this apartment is my birthday gift? Oh thank you, I love it!”
Complementing the Starck-designed furnishings, cosmetics compacts in bright shades bedecked the surfaces, alongside Parisian bakery-inspired kitchen accoutrements, like whisks and muffin tins. In addition to the new cosmetic color collections, the gift bag included a polka-dotted apron and a pastry cookbook. The feminine culinary theme was all so deliciously adorable, the charmed guests simply ate it up. (We can be cute too.)
Bourjois is producing similar events in major markets around the world—Paris, Belgium, London, Tokyo, Seoul, Moscow, Amsterdam, and Madrid—in advance of the new colors’ April 15 launch.
—Alesandra Dubin
“Our first requirement was a space with a beautiful kitchen,” said Bourjois PR manager Corinne Zadigan, who coproduced the event with PR director Celine Kaplan. Since the cosmetics company was demonstrating its unique method of oven-baking its eye shadows to the perfect consistency, the Parisian kitchen-theme event included a macaroon baking demo by a Tentation chef, followed by a pink eye shadow preparation by a Bourjois product developer. (The candy-pink KitchenAid blender used in the prep was so cute, we could hardly resist taking it home.) Tentation also catered light hors d’oeuvres like salted melon slices, apple-wrapped chevre bites, mini macaroons and sorbet cones—as well as a surprise birthday cake for Kaplan, who joked, “And this apartment is my birthday gift? Oh thank you, I love it!”
Complementing the Starck-designed furnishings, cosmetics compacts in bright shades bedecked the surfaces, alongside Parisian bakery-inspired kitchen accoutrements, like whisks and muffin tins. In addition to the new cosmetic color collections, the gift bag included a polka-dotted apron and a pastry cookbook. The feminine culinary theme was all so deliciously adorable, the charmed guests simply ate it up. (We can be cute too.)
Bourjois is producing similar events in major markets around the world—Paris, Belgium, London, Tokyo, Seoul, Moscow, Amsterdam, and Madrid—in advance of the new colors’ April 15 launch.
—Alesandra Dubin
At a Bourjois Paris cosmetics launch in a model apartment at the Philippe Starck-designed apartment building, Downtown, a Bourjois product developer prepared pink eye shadow in a pink KitchenAid blender.
The apartment’s kitchen provided the backdrop for the feminine, culinary-themed event.
Complementing the Starck-designed furnishings, cosmetics compacts in bright shades bedecked the surfaces, alongside Parisian bakery-inspired kitchen accoutrements.
The model apartment gave guests a hint of how the luxury high-rise Downtown will look when it opens in 2006.
