The re-fresh of professional beauty brand, Salon System’s lash category, Naturalash. Including both strip and individual lashes, the Naturalash range has been given a more vibrant look and feel, as well as making selection easier. As part of its lash makeover, Salon System has also developed a new interactive Lash Pop-Up Party training concept to help professionals boost their revenue and promote their business.
Our client, Salon System, wanted to host an exclusive yet informal event to introduce press and key influencers to the new Naturalash range, along with showcasing its extensive lash offering.
Essence PR hosted a Lash Pop-Up Party on behalf of Salon System for press, beauty bloggers and renowned make-up artists, along with Salon System VIP guests. Designed as if guests were attending a friend’s or family’s Lash Pop-Up Party so they could experience the new lash training offering, the event took place at the luxurious, yet informal, Penthouse suite at the stylish Sanderson Hotel in West London.
Stepping into the plush Penthouse suite at the Sanderson hotel, guests were presented with an eye catching display of the new Naturalash range, along with breath taking views of London. Salon System Educators delivered one on one lash consultations, to give guests the opportunity to test out the new Naturalash lashes.
The event proved to be the perfect platform to not only introduce the media and influencers to the new Naturalash range and Lash Pop-Up Party concept, but also enabled the brand to build on existing relationships as well as establishing new ones.
Essence PR received a fantastic reception to the lashes, with press leaving the event in love with their new lash look and sharing this across their various social media channels. There has already been coverage on the event itself and we are expecting lots of coverage over the coming months.