Herbal Essences Puts Product Ingredients in Drinks

Beauty editors blended customized cocktails and hair regimens at a promotion for the brand's new line.

January 17, 2007, 12:00 AM EST

Mixing stations featured linens in the colors of the brand's collections.

Herbal Essences’ product promotion Kava Lounge, Parea restaurant Thursday, 01.11.07, 5:30 PM to 7:30 PM
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The New York promotion of Herbal Essences’ new line translated the company’s hair products into an array of fruit-filled drinks. As a follow-up to a May 2006 party in Miami celebrating the line’s summer relaunch, the New York event at Parea restaurant's Kava Lounge introduced the collection to a group of beauty editors. To play up the idea of mixing and matching hair products, bartenders mixed drinks inspired by the cosmetics. Four signature drinks used ingredients from the products, such as tangerines and pears, and guests could create their own concoctions, blending different alcohols and fruits. Attendees received a booklet with recipes for both the cocktails and for different looks.

Christina Saunders, from external relations at Procter & Gamble, worked with Kelly Allman, vice president of special events at Marina Maher Communications, to produce the event.

Hair stylist Ashley Javier was also on hand to offer personalized evaluations of guests’ hair. He suggested a “hair cocktail” for each, recommending particular products.

Event stylist Angela Giannopoulos from SC3 Group lined the stairway from the restaurant the downstairs lounge space with flowers and tropical fruits. The bright pinks, greens, oranges, and purples of the linens corresponded to the colors on the revamped Herbal Essences bottles.

Meryl Rothstein

Posted 01.17.07

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