EVENT: PAULA’S CHOICE LAUNCHES LONGEVITY SERUM

Mar 4

Situation:

Paula’s Choice launched their cutting-edge CellularYouth Longevity Serum at the start of February, to celebrate the launch Paula’s Choice held a product launch event at Icebergs, Bondi. The event offered Paula’s Choice the opportunity to celebrate the latest technology in skincare from Paula’s Choice whilst introducing them and explaining to them how this differs from other options on the market. The event enabled the brand to educate, amplify awareness of the NPD and brand and (re) engage with Australian media and KOLs.

Strategy:

As longevity takes centre stage in the Australian beauty landscape, one global brand has been quietly leading the charge, investing five years into research and development to create a breakthrough formulation; CellularYouth Longevity Serum. Hosted by Gemma Dimond and featuring an exclusive interview with Senior Vice President of Research and Development at Paula’s Choice, Dr Timothy Falla, we welcomed both new and familiar faces of the brand to the iconic venue.

We transformed the venue into a sea of purple, inviting guests to immerse themselves in the world of CellularYouth. From trialling the product and learning how to future-proof their skin, to personalising their serum with custom engravings, guests enjoyed the evening alongside purple cocktails and canapés as the sun set over the water. Branded touch points included multiple media-walls to maximise social media coverage for the brand and product, coasters, decals, branded food and beverage items.

Services provided:

Event Ideation and Creative Direction
Spokesperson and Paid Partner Management
Spokesperson Briefing Documentation
Speech Writing for Spokespeople
Styling Coordination and Styling Execution
Full Event Production and Management
Supplier Liaison and Sourcing Suppliers
Press and Media Coordination
Guest List Management
Event Management
Stylist, Tech, Photographer and Videographer coordination
Catering coordination
Event Media Liaison
Post Event Liaison with Guests

Result:

Guests included Jana Hocking, Laura Csortan, Michael Brown, Rebekah Giles, Elle Halliwell and Taryn Williams alongside leaders in the beauty content creating space such as Lucy Neville, Mitch Greer, Danh Doan, Paula Joye and Amelia Singson. The guests generated over 320 pieces of coverage and the event was featured in the Party Confidential pages of the Sunday Telegraph.