“No boys allowed” was the slogan for Shecky’s Girls Night Out, held at Back Bay’s Cyclorama on Wednesday and Thursday nights. This year marked the 10th anniversary of the popular nationwide gatherings aimed at acquainting women with new brands while they catch up with friends.
“We [brought in] new vendors and [added] new experiences … [and] more original designers to keep the show unique,” said Chris Hoffman, C.E.O. and founder of Shecky’s. Some of the new vendors included Little Black Dress Vodka, SensatioNail nail polish, and fine-wine importers Banfi Vintners. Hoffman attributed the event's Web site design, outfitted with live updates, video features, and social media interfaces, with attracting the new vendors. In all, the happening had 40 participating fashion, makeup, jewelry, and skin-care companies.
Maybelline New York, a previous Girls Night Out participant, stayed fresh by offering a new on-site experience. Foundation and color experts gave mini makeovers to guests, who then strutted down a branded catwalk and posed for a digital photo that they received seconds later via text message or email.
While browsing through jewelry, applying makeup, or trying on discounted fashion in portable dressing rooms, guests sipped a selection of complimentary Japanese beers and a signature cocktail of sake and cranberry. Boston Chocolate Tours provided mini versions of Kickass Cupcakes’ cupcakes and brownies.
The event drew 1,500 guests each night and was promoted through Facebook and Twitter. According to Hoffman, however, social networking was less important than staying focused on the guests at the actual happening. “Our event is ... live social media," he said. "Let’s not forget, it’s still about the audience.”
