Going Full Glam: See How These Beauty Brands Connected with Consumers

To celebrate the launch of its new Delícia Drench body butter, Sol de Janeiro hosted an influencer event on Feb. 22 at luxury salon Majesty's Pleasure in the Yorkville neighborhood of Toronto and a pop-up Feb. 23-25 at Toronto Eaton Centre. Both events were executed by The Concierge Club.

Influencers were invited for treatments at Majesty's Pleasure, including facials using the new product, nail art inspired by the brand, pedicures, skin analysis, and massages.

Influencers received a gift box with branded slippers, a robe, an eye mask, and a headband.

An artist was on hand painting custom designs on products.

Guests enjoyed custom mocktails and cocktails inspired by the brand.

A dessert table featured lavender caviar treats and brigadeiros.

At Toronto Eaton Centre, an activation was set up across from the Sephora store that featured product sampling and education, a custom Plinko game for giveaways, an ASMR soundscape experience, and photo ops.

On Feb. 20, Los Angeles tastemakers were invited to The Revery LA to celebrate the launch of Cécred, the haircare brand founded by Beyoncé Knowles-Carter. BMF produced the event.

The Cécred founder and her mother and Cécred vice chairwoman Tina Knowles spoke at the event, which was a nod to Headliners Beauty Salon, which was owned by Knowles.

The event featured a hair show with artistic styles inspired by the product packaging, a product display, and an ingredient bar.

Cécred launched with the Foundation Collection, eight products that cleanse, condition, and visibly repair.

Food Truck Promotions partnered with Amorepacific to promote Laneige’s newly formulated Water Bank collection.

Bright blue vintage Citroën vans popped up at Sephora in New York City's SoHo and The Grove in LA on Feb. 10 and 11, respectively, complete with a custom product display wall.

Consumers enjoyed complimentary blue-hued hot cocoa bombs. They also received golden tickets to redeem for a sample bag inside Sephora. More than 1,500 folks visited the experience.

CNC Agency (Coffee 'n Clothes) partnered with fragrance brand Creed to help unveil Queen of Silk, a new scent inspired by the textile's journey across distant lands.

The team designed and produced a pop-up with Neiman Marcus Group at NorthPark Center in Dallas, as well as scaling it for five smaller footprints at Neiman Marcus locations in Houston; Paramus, N.J.; Coral Gables, Fla.; and Tampa.

The pop-up featured a walk-through museum experience that showcased Creed’s history, plus photo ops, oversize bottles, a lounge area, and more.

In January at Downtown L.A. Proper Hotel, This is Lester produced and hosted a brunch for Armani Beauty to introduce influencers and press to the beauty brand’s Luminous Silk Glow collection. On the hotel's outdoor Olea Terrace, the agency laid out long tabletops lined with a clean, elegant aesthetic and roses in various shades—from light to dark—highlighting Armani's range of cosmetic shades. Giorgio Armani makeup artists helped guests at the shade-matching bar find their unique shade. For the event, Bold PR handled PR; Studio Chung, florals; and Red Carpet Systems, product display fabrication. Rentals were provided by BBJ Linen and Casa de Perrin.

To celebrate 25 years, cosmetics brand tarte and founder Maureen Kelly are on tour. The 25-city, cross-country “Tarte Kindness Tour” is a yearlong program focused on celebrating the brand’s community pillars. The tour includes special surprise-and-delight moments for "tartelettes" where they can receive swag, products, and giveaways and meet Kelly and the Shape Tape mascot, as well as visits to select retail partners and local schools with backpacks filled with goodies. The first two stops were Los Angeles and Dallas in January. The tarte team plans to crowdsource the rest of the year’s stops, asking the brand's social community where the tour should go next.