Silk'n, a beauty company that exhibited at the Home and Housewares Show at McCormick Place Saturday through Tuesday, hosted an off-site event in conjunction with Pretty City on Monday night. Held at Fuga, a downtown salon close to the convention center, the event was intended to showcase two new products that can be used at home: the Silk'n Flash & Go device for permanent hair removal, and the Silk'n FaceFX, which product reps bill as a "skin-rejuvenating device."
"Our target is any woman who wants to learn more about the benefits of the latest advancements in beauty technology," said Silk'n rep Yang Phan. "Pretty City has a huge following of women interested in what's new and next in beauty. We couldn't have chosen a better audience and partner to launch our two new devices in Chicago."
"Prettycity.com has always been all about beauty, but in the last few years the demand for us to host events such as these has skyrocketed," said Pretty City C.E.O. Carolyn Brundage. "We've always seen events as an unparalleled way to market and build buzz amongst consumers, and now more and more brands agree. Our audience is young, affluent women who consider themselves to be early adapters of all things beautiful, so they are going to eat Silk'n's latest technology up. This is truly a win-win in terms of partnerships"
The evening's theme was "Future of Beauty," which "reflected [the idea] that these two products are what's to come in the world of beauty," said Brundage. In keeping with the theme, the 100 guests—Brundage described them as "media, bloggers, and beauty addicts"—had access to tarot card readings and so-called "futuristic makeovers" that included the application of glittery eye shadow and temporary lip tattoos with pink giraffe or purple cheetah patterns.
Silk'n reps wearing branded T-shirts were on hand to give product demos and answer questions, and guests could also scan QR codes to get more information about the new devices. At the evening's conclusion, partygoers could choose one of the two new products to take home.
