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Garnier's Product Launch With Punch

November 19, 2002, 12:00 AM EST

At the U.S. product launch party of Garnier's Fructis shampoo and conditioner at Whitespace, Masters of Branding created different bathrooms decorated with Fructis bottles.

Garnier's Fructis U.S. product launch Whitespace Thursday, 11.14.02, 6 PM to 12 AM
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The marketing and PR team behind the U.S. launch of Garnier's Fructis shampoo and conditioner knew that a traditional presentation wasn't going to get their product onto the pages of beauty magazines. Instead, they hosted a press party at Whitespace that matched the profile of its target consumer—cool and hip.

“We really wanted it to be a celebration,” says Carrie Goldstein, events director at Bratskeir & Company, who planned the event along with Maybelline-Garnier's vice president of PR, Lisa Carvalho, and director of PR, Greta Mendelsohn. Beauty editors were greeted with caramel apple martinis and guided through a brief marketing pitch where Masters of Branding created five different bathrooms decorated with Fructis bottles. The group was then herded to the venue's second floor for a cocktail party, where green light (matching the color of the Fructis bottle) filled the room, and Fructis commercials were projected on the walls and on flat-screens, while rows of Fructis bottles lined clear bars with strips of glowing green lights.

Knowing that guests had five hours to mingle—and sip martinis—Match Catering and Eventstyles offered a hearty lineup of food: full-size hot dogs (as opposed to the dinky mini ones), cups of French fries, lobster rolls and chicken salad cones.

Jill Musguire

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