Fragrance launches tend to be formulaic. There are usually both aromatic and edible representations of the scent's ingredients, as well as some handsome caterwaiters who double as eye candy for the mostly female audience of beauty editors. The launch of Mary Kay's new scent, Affection, at the West Side Loft had all of those things, but also one unusual element: dancers from the Blade dance troupe, who performed choreographed interpretations of the different notes in the fragrance, a twist that had a few editors a bit perplexed but nonetheless entertained during Quest Fragrances perfumer Rodrigo Flores' short presentation about the development of the scent. Mary Kay's director of advertising and brand awareness, Shannon Summers, and manager of corporate communications, Kathrina McAfee, planned the event with event production firm Fullnelson and Hill & Knowlton. (The PR firm used a tried-and-true tactic to get beauty editors to show up at the event: the promise of either a Prada clutch or a Pucci scarf as a take-home gift.)
—Suzanne Ito
Posted 06.28.06Related Stories
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—Suzanne Ito
Posted 06.28.06Related Stories
Betsey Johnson Launches Fragrance at Home
Fragrance Awards Channel Ancient Rome
Hermès Launch Matches Food to Fragrance
Sharapova Hosts English Teatime for Scent Launch
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Dancers from the Blade dance troupe performed choreographed interpretations on the different notes of Mary Kay's new fragrance Affection.
Pedestals displayed the scent's ingredients in large golden bowls.
Jewel-toned ottoman furniture in different shapes dotted the presentation area.
