The event celebrated the repositioning of the Nanogen brand, introduced the product range and brand experts to the media, and provided an opportunity to unveil the newly packaged Nanogen Keratin Thickening Hair Fibres with a beauty and styling angle.
The event began at 7pm with a drinks reception in the bar of the Nobu Shoreditch Hotel, where guests were welcomed by Essence PR, Pangaea and Nanogen, and seated in a reserved area. Guests were offered a choice of Champagne or cocktails, including lychee and elderflower martinis, and Nobu’s signature Mia Margarita
After introductions and mingling, the party were shown to the restaurant’s semi-private dining room, an intimate space partially concealed from other diners by sheer drapes.
Trestle table dining provided space for twenty seated, including twelve members of the press, and hosts Pangaea, Nanogen, hair stylist ambassador Matthew Curtis and Essence PR, with place cards ensuring guests were strategically placed amongst the hosts. Tonal Pimpernel hydrangeas were placed along the centre of the table, a nod to Nanogen’s packaging colours and the simplicity and elegance of their new branding.
Once seated, Nobu’s bar manager gave a short talk about Nobu’s most exclusive sake, before pouring a glass for each of the diners. This sake was later included in the guests’ goody bags, for them to take away and enjoy at home.
A six course dinner followed, with the hosts rotating clockwise around the table between courses, so that guests were provided with a 360 degree talk on Nanogen, the Pangaea superlab, the science behind the products’ ingredients, applying and using the product, and content pitching.
Upon departure, guests were given a goody bag containing a branded USB key containing new product press releases and a selection of Nanogen products to take home and try. Copies of cookbook Nobu West, signed by Nobu Matsuhisa, and a bottle of Nobu’s exclusive ‘The Premium Sake’ TK 40 were also included, to ensure the guests left feeling extra special.
The event was the perfect way to introduce the brand experts to prestigious beauty and grooming journalists, and create excitement around the British heritage brand. The newness and elegance of the venue provided the perfect backdrop for Nanogen’s new branding, helping further to reposition the brand as one to watch in the beauty arena.