An.phpiring opera singer, a hairdresser, and a chiropractor were among those competing to become one of six new spokespeople for KMS California at the company's "I Am KMS California" promotional event at the Nokia Theatre. The hair product company launched nine new product lines in front of an audience of 75 beauty and consumer editors with a show that was part American Idol and part Miss America pageant. Baltimore-based firms Warschawski and P.W. Feats produced the event.The show matched 16 competitors answering questions on stage from judges Brittny and Lisa Gastineau of E!'s Gastineau Girls, and Style Network personality Jess Zaino. ("What do you like most about New York so far?" was one of the hard-hitters.) The competitors awkwardly tried to distinguish themselves: One sang part of a Mozart aria, another played jazz riffs on a saxophone, and a few danced. KMS California international artistic director Clive Allwright proved the most talented of the lot as the event's M.C., poking fun at himself while trying to put the nervous contestants at ease. The California-themed stage, embued with bright neon colors and decorated white palm tree silhouettes, was reminiscent of an 80's surfer movie.
The event began with a brunch in the theater's mezzanine area, with Match Catering providing dishes prepared with some of the tastier ingredients used in the hair products. Two tables with costumed models standing in holes in the center gave the room a kitschy vibe: One poser stood in a fuchsia top and wig dressed to embody the pomegranate and pepper ingredients in the HairStay styling line, surrounded by grilled salmon with pomegranate pepper syrup on brioche toast. (Her geisha-dressed counterpart in the rear of the room represented the almond and basil extracts in the Silk Sheen line, with almond-scented cream cheese and smoked salmon with basil on sliced bagels.)
The product line's ingredients were further promoted with what the event's executive producer, P.W. Feats vice president of event management Sandy Pagnotti, called an "apothecary table." At a rounded counter, T&L Events staffers mashed fresh lemon, orange, mint, almonds, and other ingredients, and invited guests to sniff the ingredients individually, then mixed together as they are in the featured hair products. Large vases filled with ginger root and basil leaves, and jars filled with bunches of lilac, basil, rosemary, and fennel made for fragrant, message-driven decor.
—Suzanne Ito
Posted 04.26.06
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The event began with a brunch in the theater's mezzanine area, with Match Catering providing dishes prepared with some of the tastier ingredients used in the hair products. Two tables with costumed models standing in holes in the center gave the room a kitschy vibe: One poser stood in a fuchsia top and wig dressed to embody the pomegranate and pepper ingredients in the HairStay styling line, surrounded by grilled salmon with pomegranate pepper syrup on brioche toast. (Her geisha-dressed counterpart in the rear of the room represented the almond and basil extracts in the Silk Sheen line, with almond-scented cream cheese and smoked salmon with basil on sliced bagels.)
The product line's ingredients were further promoted with what the event's executive producer, P.W. Feats vice president of event management Sandy Pagnotti, called an "apothecary table." At a rounded counter, T&L Events staffers mashed fresh lemon, orange, mint, almonds, and other ingredients, and invited guests to sniff the ingredients individually, then mixed together as they are in the featured hair products. Large vases filled with ginger root and basil leaves, and jars filled with bunches of lilac, basil, rosemary, and fennel made for fragrant, message-driven decor.
—Suzanne Ito
Posted 04.26.06
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Reminiscent of an 80's surfer movie, the stage at KMS California's casting call had a California theme, embued with bright neon colors and decorated with white palm tree silhouettes.
T&L Events staffers mashed fresh lemon, orange, mint, almonds, and other ingredients, and invited guests to sniff the ingredients individually, then mixed together as they are in the hair products.
A model in a pseudo-Marie Antoinette costume was dressed to embody the pomegranate and pepper ingredients in the HairStay styling line.
KMS' six new spokesmodels posed for photos after their names were announced.
