The marketing and PR team behind the U.S. launch of Garnier's Fructis shampoo and conditioner knew that a traditional presentation wasn't going to get their product onto the pages of beauty magazines. Instead, they hosted a press party at Whitespace that matched the profile of its target consumer—cool and hip.
"We really wanted it to be a celebration," says Carrie Goldstein, events director at Bratskeir & Company, who planned the event along with Maybelline-Garnier's vice president of PR, Lisa Carvalho, and director of PR, Greta Mendelsohn. Beauty editors were greeted with caramel apple martinis and guided through a brief marketing pitch where Masters of Branding created five different bathrooms decorated with Fructis bottles. The group was then herded to the venue's second floor for a cocktail party, where green light (matching the color of the Fructis bottle) filled the room, and Fructis commercials were projected on the walls and on flat-screens, while rows of Fructis bottles lined clear bars with strips of glowing green lights.
Knowing that guests had five hours to mingle—and sip martinis—Match Catering and Eventstyles offered a hearty lineup of food: full-size hot dogs (as opposed to the dinky mini ones), cups of French fries, lobster rolls and chicken salad cones.
—Jill Musguire
"We really wanted it to be a celebration," says Carrie Goldstein, events director at Bratskeir & Company, who planned the event along with Maybelline-Garnier's vice president of PR, Lisa Carvalho, and director of PR, Greta Mendelsohn. Beauty editors were greeted with caramel apple martinis and guided through a brief marketing pitch where Masters of Branding created five different bathrooms decorated with Fructis bottles. The group was then herded to the venue's second floor for a cocktail party, where green light (matching the color of the Fructis bottle) filled the room, and Fructis commercials were projected on the walls and on flat-screens, while rows of Fructis bottles lined clear bars with strips of glowing green lights.
Knowing that guests had five hours to mingle—and sip martinis—Match Catering and Eventstyles offered a hearty lineup of food: full-size hot dogs (as opposed to the dinky mini ones), cups of French fries, lobster rolls and chicken salad cones.
—Jill Musguire
![At the U.S. product launch party of Garnier's Fructis shampoo and conditioner at Whitespace, Masters of Branding created different bathrooms decorated with Fructis bottles.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e2605sho_02_1115_garnier_1_320.png?auto=format%2Ccompress&q=70&w=400)
At the U.S. product launch party of Garnier's Fructis shampoo and conditioner at Whitespace, Masters of Branding created different bathrooms decorated with Fructis bottles.
![Green light filled the venue's second floor, and Fructis commercials were projected on the walls and on flat-screens.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e2605sho_02_1115_garnier_2_320.png?auto=format%2Ccompress&q=70&w=400)
Green light filled the venue's second floor, and Fructis commercials were projected on the walls and on flat-screens.
![Rows of Fructis bottles lined clear bars with strips of glowing green lights.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e2605sho_02_1115_garnier_3_320.png?auto=format%2Ccompress&q=70&w=400)
Rows of Fructis bottles lined clear bars with strips of glowing green lights.
![Match Catering and Eventstyles offered full-size hot dogs and other hearty food for the five-hour fete.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e2605sho_02_1115_garnier_4_320.png?auto=format%2Ccompress&q=70&w=400)
Match Catering and Eventstyles offered full-size hot dogs and other hearty food for the five-hour fete.