How Beauty Brand Shiseido Pulled Off 9 Distinct Events in 3 Days

“Tractor Vision out of L.A. created the main star of our decor—a floating Shiseido logo positioned perfectly to highlight the Pacific Ocean views,” noted Robbie Burns, senior production manager for OCNY.Photo: Jennifer Johnson Photography
LOS ANGELES—Multiday house takeovers have long been a popular way for brands—particularly in the fashion, beauty and wellness space—to offer a VIP experience for partners and consumers while also generating content and awareness from influencers and press. So when Japanese cosmetics company Shiseido was forced to cancel its annual beach house in 2020 due to COVID-19, the brand was determined to make it happen this summer—safely, of course.

“The ultimate goal of the activation is to create a branded space dedicated to immersive, memorable experiences that generate brand visibility and change brand perception,” explained Jessie Dawes, vice president of integrated marketing strategy and consumer engagement for Shiseido. “We activate influencers, press and select celebrities with multiple activities and social media-worthy experiences driving brand awareness, buzz and unique content for the brand’s digital platforms.”

The brand tapped production company Olivier Cheng Catering & Events (OCNY) and PR firm Innovative PR to pull off the ambitious undertaking, which included nine separate activations—each with its own host, guest list, decor and experiential elements. Samantha Cremona, OCNY's director of production operations, noted that guest experience informed the process every step of the way. “It’s the first-year post-pandemic, so it was really important for us to create an environment of excitement and positivity to reintroduce in-person events for the brand,” she said.

The team notes that the multiday beach house format was the perfect fit for what the brand was trying to achieve. “Doing a series of events in one space leads to a challenging schedule, but lets us maximize output and resources from a production standpoint,” explained Cremona, adding that events ranged from a meditation class to a beach clean-up to a formal dinner. “When creating an event in this format, we can develop a branded baseline and then build-upon/tweak/edit for each individual experience to make it unique for guests. So, combining really allows us to keep resources to a minimum and take a more sustainable approach, opposed to if the brand were to choose to do all nine activations separately.”

The event was purposely kept smaller and more curated than in previous years, which Dawes notes the team has found success in the new normal of events. “We enlisted creators who have been Shiseido brand loyalists for some time and like-minded brand partners to co-host each event,” Dawes noted. “This new format resulted in highly engaged attendees and deeper connections with the brand.”

In response to the smaller guest list and the realities of the pandemic, the OCNY team changed the event’s footprint, as well. All events were held outdoors, and the layout allowed for social distancing. “Ultimately, creating an experience that affects 15-20 people is a bit different than designing for 50 or 100,” said Cremona. “This year we went for subtle moments—an alfresco picnic in the lawn for 10, made-to-order smoothies with branded bamboo straws to enjoy post-workout, and vegan breakfast bento boxes to take away after the Shiseido Blue Project Beach Cleanup.”

Shiseido also worked closely with the brand’s health and safety task force and with an external medical team to develop safety protocols. All attendees were required to provide proof of vaccination or receive a negative PCR test within 72 hours prior to the event, and check-in with a COVID-19 compliance officer upon entry.

Scroll down for an inside look at the stylish, multifaceted gathering.