What: On the 11th August 2015, Essence PR hosted on behalf of Salon System, the beauty salon trade press launch for Salon System’s new Marvelbrow collection.
Why: With such a large collection behind the launch, press had to physically see and experience the products to fully get to grips with the range and the concept of introducing an in-salon brow bar.
How: The intimate event took place at The Soho Collective, a cool, paired back event space in the heart of Soho. The concept was to create a casual but stylish feel of a New York apartment with metro tiles and copper fixtures. The room was furnished with a mixture of a high bar, corner couches and low tables.
On initial entry, guests were offered one of three specially made cocktails made by mixologists Shake & Stir. The bespoke cocktail menu included, Mr Q Cumberbatch, Kickstarter and Peach Perfect. Antipasti canapes and miniature fruit tarts were displayed around the room for guests to enjoy. Once refreshed, guests were fully acquainted with the brand at the pop-up brow bar where they were treated to a bespoke eyebrow treatment, making use of the entire collection. The experts shared tips on how best to use the products and even discussed innovative concepts such as ‘eyebrow contouring.’
Essence PR was responsible for looking after the beauty and hair trade press and ensuring not only that the key hair trade titles attended the event, but to oversee and manage the trade campaign post-event to secure wide spread coverage and awareness of the new Marvelbrow Collection.