Big beauty brands spend plenty of money promoting themselves with events, but the suppliers that actually make fragrances for the cosmetics companies do considerably less to market their business-to-business brands. But German-based scent supplier Symrise used events to raise its fashion industry profile as one of the sponsors of the Mercedes-Benz Fashion Week hoopla. Symrise had a booth inside the tents in Bryant Park and created a tie-in fragrance named "7th" for 7th on Sixth, the IMG arm that produces the shows. And Symrise and its PR firm, Lisa Lori Communications, put on a party for beauty industry players and journalists during Fashion Week.
Held in a studio space in the Industria Superstudio buildings in the West Village, the party featured an exhibit of sexy, sensual photos by Fabrizio Ferri—naked bodies posed to create a heart shape, for example—paired with fragrances created by Symrise to match the images. Other parts of the party echoed the pictures as well: A pair of muscled, nearly naked performers from performance company Pilobolus Creative Services struck gymnastic poses in one corner, and Washington Park chef Jonathan Waxman included caviar on the menu, calling to mind a photo in the exhibit with a model covered in nothing but caviar.
Avi Adler's design for the room created three different areas to mimic Symrise's three corporate colors: red, white and black. Large single-color flower arrangements and metal votive candle holders brought a softer touch to the raw space's brick walls and wooden ceiling.
—Chad Kaydo
Read more of our Fashion Week coverage...
Held in a studio space in the Industria Superstudio buildings in the West Village, the party featured an exhibit of sexy, sensual photos by Fabrizio Ferri—naked bodies posed to create a heart shape, for example—paired with fragrances created by Symrise to match the images. Other parts of the party echoed the pictures as well: A pair of muscled, nearly naked performers from performance company Pilobolus Creative Services struck gymnastic poses in one corner, and Washington Park chef Jonathan Waxman included caviar on the menu, calling to mind a photo in the exhibit with a model covered in nothing but caviar.
Avi Adler's design for the room created three different areas to mimic Symrise's three corporate colors: red, white and black. Large single-color flower arrangements and metal votive candle holders brought a softer touch to the raw space's brick walls and wooden ceiling.
—Chad Kaydo
Read more of our Fashion Week coverage...