Product Launching ideas

Product launches and press previews for beauty products have historically been dominated by clean, all-white decor, allowing colorful product packaging to take center stage. At a February 21 brunch for L'Oréal, designer and producer Joe Moller added subtle branding to the setup on the Viceroy Miami's outdoor terrace, adding L'Oréal lettering to the backs of chairs and using shallow gold vases filled with products as tabletop centerpieces.

As a twist on the white-on-white look, Calvin Klein launched Euphoria in 2005 with an artsy installation that put the fragrance's tropical derivatives in display cases atop pedestals and on the floor. Videos of tropical landscapes could be viewed through metal portholes in the walls of the TriBeCa venue.

Schwarzkopf Professional chose a different route for a January event in Los Angeles, bringing bright hues to Exchange LA with a color-blocked runway and fringe chandelier. To add branding into the decor, organizers surrounded the catwalk with Ghost chairs marked with the signature silhouette logo.

Lacoste introduced its first men's scent collection in 2011 with an installation in New York's Grand Central Terminal. For the opening event, the sporty fashion brand used the colorful packaging of the Lacoste Eau de Lacoste L.12.12 fragrances to decorate the façade of the bar.

Avon wanted a sophisticated look for the 2007 launch of Rouge, a fragrance created in partnership with Christian Lacroix. Held in New York, the red-and-black event included a chandelier with vials of the fragrance instead of lightbulbs.

Red was also the dominant hue at the launch of Beyoncé Heat in 2010, noticeable from the lights that emanated from the New York venue. Coty's marketing team decided to create a public spectacle out of the intimate press conference and after-party—held at 15 Union Square—by making no secret about what was going on inside.

To put editors in the right frame of mind, Avon introduced the 2005 fall collection of Mark—the brand's younger, hipper cosmetics line—by hosting an autumnal-themed event in the summer. Orange and red foliage littered the New York affair, where wrought-iron gates, warm yellow lighting, and a small faux maple tree hung with votive candles set a park-like scene for the hair, fragrance, skin, and makeup products.

For the 2008 launch of its revamped Tea Tree line of shampoos and conditioners, Paul Mitchell built cabanas on a rooftop garden in New York. Drinks and displays highlighted the ingredients of each product, with fresh sage lemonade served in the area for the Lemon Sage line.

Bulgari focused the visuals of a 2007 launch on natural ingredients by filling the New York event with fragrant greenery and pretty blossoms. The luncheon for the Omnia Amethyste fragrance saw garden roses in hanging birdcages, a Lucite tasting bar filled with wood chips and balsa wood, and a wall of pink damask roses that gave off a subtle aroma.

In 2010, Victoria's Secret turned one of its New York stores into a makeshift flower shop and put Alessandra Ambrosio, Candice Swanepoel, and Miranda Kerr in aprons to help promote the launch of the Heavenly Flowers perfume. Standing amidst buckets of artificial flowers, cases of new product, and watering cans, the models autographed glossy photos of themselves for customers who spent $35 or more.

Lacoste was ahead of the game when it chose to integrate digital art from social media fans into a sculptural installation for the launch of its Eau de Lacoste L.12.12 fragrance. The 2011 promotion at New York's Grand Central Terminal projected animated videos generated by fans online across the surface of the piece, which loosely resembled the brand's iconic crocodile logo.

Art installations were part of Diesel's launch for the Only the Brave fragrance in 2009. The event, held in Miami's Moore Building, displayed commissioned works from 30 artists who were told to explore the idea of bravery. Three oversize machine gun-shaped pieces by Canadian artist Bob Parrington, ranging in size from four to eight feet, hung from the ceiling in the atrium.

To create a setting that would work for a breakfast presentation as well as a luncheon, Shiseido Cosmetics America mixed classic and modern furnishings for the launch of its spring 2007 collection in a turn-of-the-century townhouse in New York. A color palette of white kept the look clean, while lighting took on hues matched to the shades of Shiseido’s packaging and makeup.

As a way to integrate Rimmel London's identity and heritage into a 2007 product launch, Coty Canada dressed a Toronto event space with British decor. Tabletop decorations included custom acrylic purple, white, and gold Union Jack placemats and miniature gold-colored double-decker buses.

A club-like vibe pervaded the launch of Salvatore Ferragamo's Attimo fragrance in 2010, the first official event at the Standard New York's bar, Le Bain. To avoid a branding-heavy look, Ferragamo put a neon sign and decor beneath a dance floor that was built over the drained pool; elsewhere the design was a subtle play on the perfume's packaging and ingredients.

To prevent a 2011 launch from looking too clinical, Canadian skin-care brand Dermaglow used a 10-foot-tall floral arrangement, bright uniforms for the waitstaff, and macarons to add color to the space. Each hue corresponded to a different product line.

Joico opted to emphasize its scientific approach to hair-care products by styling a 2005 event as a laboratory. That included serving champagne cocktails in test tubes.

In 2007, Bourjois Paris spread the word about its new Docteur Glamour line by creating a beauty ambulance of sorts. A vehicle with glass sides served as the setting for prearranged appointments with beauty editors outside the offices of several large magazine publishing companies.

Betsey Johnson didn't look far for inspiration for her perfume's launch in 2006, bringing 55 beauty editors and fragrance execs to her Greenwich Village apartment for a party. Johnson's own family photos and bric-a-brac gave the affair a personal touch, while balloons, streamers, and rose petals played up the designer's fun-loving personality.

When Victoria's Secret launched the Pink fragrance collection in 2009, the brand relied on models, rather than brand representatives, to articulate and embody the concept behind the three scents. Thoroughly briefed and scripted on their distinct characters, the models became living, talking props and guided editors through the apartment-like vignettes that represented the lifestyle of their specific consumer profile.

Dove drove home the idea of the key consumer for its Men+Care line by hosting the 2010 launch event at Toronto's Hockey Hall of Fame. Inside the space, the logo for the new products decorated jerseys in the locker room, while displays were set against trophies and hockey pucks.

For a 2005 cosmetics launch, Bourjois Paris invited beauty editors to a model apartment at an unfinished apartment building in New York. Part of the unusual setting included a Bourjois product developer preparing pink eye shadow in the kitchen with the aid of a pink KitchenAid blender.

L.V.M.H.-owned beauty purveyor Fresh created a gifting bar at an event last year that allowed guests to pick the products they wanted to take home. Packages were sent via messenger to attendees the following day.

For the launch of the Secret Obsession fragrance in Toronto, Calvin Klein sent private cars to chauffeur guests to an undisclosed location. The 2008 event blindfolded attendees and led them through a sensory experience set up inside a bank vault.

As a creative way to leave a lasting impression with busy editors and remind them of its key scent for the season, Victoria's Secret gave out individual cakes at an event in 2010. The edible souvenir was handed out as guests left, presented in a simple white box wrapped in pink ribbon.

The signage at the event tied into the product's creative campaign, which used black and white with a pop of yellow.

Wizard Studios uses its SuperSonic LED Strobe bracelets to activate team challenges for corporate groups. The wristbands emit bright, colored lights and flashing strobes. Organizers can control the bands remotely to command a team to perform a predetermined activity on cue. The company can work with hosts to develop a program of various challenges and prizes, and after the teambuilding event, the bracelets can also be activated during a party.

On April 14, ahead of the opening of the New York International Auto Show, Land Rover unveiled its latest concept vehicle to select journalists and brand dealers with a special event at the Intrepid Sea, Air & Space Museum. The evening affair was also used to announce a partnership with Virgin Galactic. Valet parking was provided for guests, and a fleet of current lineup Range Rovers shuttled guests to the venue.

Following check-in, guests arrived onto the Intrepid via a long hallway decorated and lit to resemble outer space—fitting, given the evening's "New Age of Discovery" theme. "We wanted to add to the feeling of a future technology age," said Ross Wheeler, head of the automotive team at Imagination, Land Rover's long-time event production firm.

To mark the occasion, a full-size replica of Virgin Galactic's SpaceShipTwo rocket plane was unveiled alongside Land Rover's Discovery Vision Concept S.U.V. Both were parked on the top deck of the Intrepid; prior to its reveal, the Discovery Vision Concept S.U.V. sat behind a tented platform stage that was made as a bespoke item for the vehicle.

The entire bridge of the ship and the car dome were used as surfaces for the projection mapping. "Here we wanted to generate the feeling of a 'New Age of Discovery,'" Wheeler said. "It was also designed to create the theatrical tension required to reveal the Discovery Vision Concept S.U.V."

Land Rover design director Gerry McGovern introduced the car. Following his remarks, the stanchions were removed to afford guests an up-close look at both vehicles. Courtesy of Land Rover, SpaceShipTwo remained on display at the museum for the public to view from April 15 to 22.

Following the debut, guests proceeded into the Shuttle Pavilion for drinks and hors d'oeuvres. The Enterprise served as a backdrop to the evening. Semicircular lounge areas spread around the shuttle, and cocktail tables were marked with the night's official hashtag.

Given the overarching theme of discovery and outer space travel, a circular motif was chosen for much of the event's furniture. That included the circular bars as well as the glowing orbs that not only peppered the inside of the venue, but also the driveway leading to the Intrepid from the West Side Highway.

In an attempt to widen its footprint in the fashion community, the Pepsi Company brand, which handed out 16,000 cans of soda over the course of Fashion Week, tapped Jonathan Adler to design a Diet Pepsi Refresh Studio in the lobby at Mercedes-Benz Fashion Week.

Jonathan Adler designed a custom logo for Diet Pepsi's event and used 14,000 of the beverage brand's cans to create a set that included runway and bench seating.

On February 9, Diet Pepsi used the space for a fashion show that highlighted young design talent from across the U.S. Simon Doonan curated the selection and hosted the event.

As the title sponsor of New York Fashion Week, Mercedes-Benz hosted a “Fashion’s Night In” event in the lobby of the Lincoln Center tents. Inside the "D.I.Y. Style Studio," positioned in front of a display for the German carmaker's new SUV model, the guests were invited to make their own bespoke fashion accessories out of luxe vehicle materials.

Downtown at Milk Studios, denim brand True Religion set up its first-ever V.I.P. lounge in the meatpacking district venue’s basement, dubbing it the Jam Room.

In addition to live acoustic performances, True Religion's members-only suite offered complimentary spa services.

There were also psychic readings, placed to recharge devices, and comfy couches for visitors to relax.

On February 10, Barbie launched its Fashion Week promotion, a fully interactive closet produced by Extra! Extra! Inside the David Rubenstein Atrium, guests entered 24-foot-tall closet doors that were encrusted with 1,536 square feet of pink jewels and gems.

The "Dream Closet" Barbie soirée boasted a 9,000-square-foot wardrobe that included dressing room vignettes, a booth for DJ Mia Moretti, and 270 linear feet of closet corridor space. Six live Barbie fashion models were styled after iconic Barbie looks with apparel loaned by the Albright Fashion Library.

Augmented-reality mirrors allowed guests to play with fashion and try out Barbie's many outfits, from career to couture, at a whim.

The images from the mirrors were then projected onto the walls of the atrium during the event.

On February 10, jean brand Hudson celebrated its new phosphorescent tuxedo-style pant with a party inside Scoop NYC's meatpacking district shop directly across the street from Milk Studios. Video projections outside complemented the event where DJ Harley Viera Newton performed and New York artist Aakash Nihalani staged a live phosphorescent art installation using his signature neon tape on the streets and inside the Scoop store. Hudson projected its campaign video on trucks outside the store and plastered guerrilla-style postings around the neighborhood.

The pants from Hudson, dubbed the Lou Lou, glowed under an UV light.

On February 14, Miu Miu hosted a screening of its latest short film, The Woman Dress, the third installment of the Women’s Tales Saga film series that explores “the feminine love affair with Miu Miu.” The event, which was held at a private loft space in SoHo, also marked the launch of the new Cultes sunglass range.

During the Italian brand's party, Brooklyn electronic dream pop band Au Revoir Simone performed.

To celebrate its newest Viva Glam spokespersons, M.A.C. Cosmetics hosted a party at Stage 37. Produced by SPEC Entertainment, the decor included large rotating letters spelling "Viva Glam," a wall of over-size lipsticks, pink candy confections, and a series of Can-Can-like legs moving in formation behind the bar. DJ Benny Benassi, positioned on a rotating circular stage, entertained the crowd in between a special appearance by new Viva Glam ambassadors Nicky Minaj and Ricky Martin.

To signify the arrival of Nicki Minaj and Ricky Martin at M.A.C.'s event, a motorcycle engine revved into high gear while large plumes of smoke filled the stage. As the smoke dissipated, the two celebrities were revealed as the circular stage discreetly rotated.