Unlike fashion editors, who get the red-carpet treatment and give on-camera interviews at Fashion Week all the time, beauty editors rarely get as much exposure. To remedy this situation, Luster Products put beauty editors in the spotlight when it launched You, its new hair care and styling product collection for African- and Latin-American men and women. Former America's Next Top Model contestant Toccara stood at the entrance of Bathhouse Studio with a cameraman to stop arriving editors for quick question and answer sessions before they entered the event via a short red carpet.Wanda Wright, director of marketing for Luster Products, hired David Watkins, executive vice president and general manager of event production firm Nu America Agency, to plan the all-red event. "I wanted to bring alive the red and white of the packaging through the design of the decor," Watkins said. He chose the East Village photo studio because "I wanted to bring the editors downtown since this is where the product's audience is."
The space was accented with crimson chairs and tablecloths, and its 26- by 30-foot cyclorama, which covers two walls, became the setting for a runway show, video presentation, and product demonstration.
After Luster C.E.O. Jerry Luster made a brief speech about the inspiration for the line, models dressed in red and white bandana-print dresses and tops strutted down the red carpet showing off different products from the line. Meanwhile, at stage left, two stylists demonstrated You's straightening cream by flattening a model's mane. (Unfortunately, guests had to endure the odor of burning hair as the hairdressers pressed the model's tresses with smoking flat irons.)
Afterwards, guests mingled to DJ Cozi's mellow mixes and snatched up heavy black vinyl gift bags filled with the entire collection, a book called Queens: Portraits of Black Women and their Fabulous Hairstyles, a small handheld radio tuner, and a Tiffany martini glass.
—Kai Alexis Smith
Posted 03.07.06
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The space was accented with crimson chairs and tablecloths, and its 26- by 30-foot cyclorama, which covers two walls, became the setting for a runway show, video presentation, and product demonstration.
After Luster C.E.O. Jerry Luster made a brief speech about the inspiration for the line, models dressed in red and white bandana-print dresses and tops strutted down the red carpet showing off different products from the line. Meanwhile, at stage left, two stylists demonstrated You's straightening cream by flattening a model's mane. (Unfortunately, guests had to endure the odor of burning hair as the hairdressers pressed the model's tresses with smoking flat irons.)
Afterwards, guests mingled to DJ Cozi's mellow mixes and snatched up heavy black vinyl gift bags filled with the entire collection, a book called Queens: Portraits of Black Women and their Fabulous Hairstyles, a small handheld radio tuner, and a Tiffany martini glass.
—Kai Alexis Smith
Posted 03.07.06
Related Stories
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Harried Beauty Editors Get Racetrack-Theme Launch
Editors Head to Starck Apartment for Beauty Launch