The NY Metro Chapter of ISES held it’s Big Apple Awards on June 30th 2010. Our Pink company had a lot to celebrate with the new Pink Powered by Moss and we won several awards! Continue Reading to learn about The Best ISES Collaboration – Proctor and Gamble’s Beauty Full Circle Event!
Proctor and Gamble Beauty Full Circle
In October 2009, P&G engaged Mark Addison’s EVENTSTYLE to create an event that was a brand new way of presenting a press conference. This event was to feature five distinct brands at one time rather then the traditional one event for each brand. Mark Addison’s EVENTSTYLE turned to Pink Inc. to partner with on the BEAUTY FULL CIRCLE design and décor.
The concept: Five P&G beauty brands: Hair – Pantene, Hair Color – Clairol, Skin care – Olay, Personal Care – Venus, and Make-up – CoverGirl would all be presented under one roof for an in depth trend forecast. This was done to promote a renewed awareness for new and current products within the Proctor & Gamble family. The attendees, editors and beauty executives, would come together for a strategic mix of valuable information in an organized session that maximized the guests’ time by providing an encompassing spectrum of worthwhile content in a desirable, all-inclusive setting, creating a memorable experience!
The venue selected for Beauty Full Circle, was Skyline Studios and Gallery as it was a newly renovated event destination in the heart of located steps from Midtown, the Javits Center, Chelsea’s Gallery District and the latest, must-see site – High Line Park.
Guests entered through a dimensional, semi-circle gateway – Pink Inc.’s Flexi-Tunnel that created an engaging, psychological transition upon arrival. Pools of colored light and beauty projections emphasized the transformation as visitors emerge from the gateway entering into the Beauty Full Circle experience.
Greeted by a branded 12’ Circle, and a refreshing cocktail of pleasing fragrances the visitors entered the inspiration installations triggering positive associations for influential attendees. Each area surrounded with circular forms creating a dramatic environmental design encompassing you in the brand. Lounge seating made the stage a comfortable area for drinking in knowledge.
Upstairs in the Brand Experience Showrooms deconstructed cylinders interlock, and interlaced passageways allow for creative progression between expositions. Branded circular fabric forms adorn each room and upon entering each unique environment shows off its own individual brand concept and statement.
Each brand held mini-seminars within each individual brand experience. Guest lecturers ranging from celebrity aestheticians and renowned makeup artists to product scientists and brand ambassadors demonstrated the products and answered questions.
Food, drink, visual experience, brand engagements and of course a GREAT goody bag completed this P & G brand Press Conference/Brand Revitalization creating Beauty Full Circle!
What were the main goals/objectives of your event?
The main goals and objectives of this event were for P&G Beauty to achieve winning outcomes when brand forces combine to capture the attention of the North American Beauty Media, and products garner increased media interest by correlating specific attributes to cutting-edge trends and best-in-class data, revealed to attendees during a collaborative event.
On top of that this Press Conference/Brand Revitalization was to be unique as it was featuring five distinct brands at one time rather then the traditional one event for each brand. P&G engaged Mark Addison’s EVENTSTYLE to create this event that was a brand new way of presenting a press conference and in this case a brand revitalization. Five P&G beauty brands were presented under one roof.
Proctor and Gamble wanted to make sure through education their attendees would learn about the brands and be reinvigorated by the new product offerings. In informal meetings and main stage discussions, the gallery floor became a comfortable lounge for mixing and mingling as well as information gathering. Areas of discovery, trend vignettes, presentations and food/beverage service also helped our attendees relax into the environment to be ready to take in the new product information, demonstrations and actually experiencing some of the products.
The experience design and layout of this event was chosen to get the beauty editors and executives comfortable quickly so as to rediscover the P&G brands. Each floor had unique areas for both group and self-exploration. Brand Ambassadors were available through out the venue to demonstrate product and answer any questions, however they were not pushing product but subtly available as observers to respond based on need.
Each area visually tied back to the complete concept – Beauty Full Circle. Each of the objects selected reflected the concept. Keeping the 5 brands unique yet on target for objective was challenging. In response, we brought in different designers to interpret each of the brands while sticking to the event goals and objectives.
Overall, Beauty Full Circle truly was a beautiful circle for our client P&G and all the beauty experts. The circular décor completed the concept as the knowledge gracefully was transferred creating a very successful Beauty Full Circle!
The methods utilized to achieve the event’s objectives
Many methods were utilized to achieve the Beauty Full Circle event. From the selection of the venue to the choice of food everything fed back into the Beauty Full Circle concept.
The venue selected for Beauty Full Circle, was Skyline Studios because of its loft-like gallery, which was newly renovated. The availability of different floors enabled us to create the Tunnel Entry and Inspiration Installation on the ground floor gallery. It also allowed us to use a different floor with the Brand Experience Showrooms and another floor that served as our lunch and food service stations. These distinct areas enabled us to create an atmosphere and flow for our beauty specialists.
Beautiful design and a carefully planned program taking into account the beauty editors and executives time constraints truly made this event successful. The attendee’s time was well planned out. They were offered a morning or an afternoon session. Either session included a refreshing lunch.
The Inspiration Installation had both individual discovery areas and group education discussions. Décor elements softened the space and made a relaxing environment. Lighting, scents, sounds and refreshments all added into the feeling we created for the experts to experience. Beauty editors, writers and high level executives all enjoyed the visual experience and thoughtful information.
As the guest entered through the Flexi Tunnel, their field of visions was completely taken over by the projections and the 12’ branded Moon used to “cap” off the tunnel. Once through, the room sprang to life, with many Moons of varying sizes covering the ceiling and leading the attendees to the staging area. A half circle stage led into a half circle fabric backdrop, creating a Beautiful Circle. Mimicking the Moon at the entry was a smaller branded Moon with the name of the event. The stage was then finished off with a stunning Circle Surround half-column, which used Moons in the Event’s colors, interspersed with circles with the Event Logo, and “empty” Moons, to make for an eye-catching stage.
The Brand Experience Showrooms all highlighted the products both visually and educationally, allowing our attendees full access to the brands and allowing a good interaction with people and products. Through spokesperson announcements and mini-seminars within each brand experience, guest lecturers that included celebrity aestheticians and renowned makeup artists, as well as product scientists and brand ambassadors demonstrated the products and answered questions, bringing the idea of Beauty Full Circle to the minds of each attendee.
We were successfully able to introduce new brands, and rediscover Olay, Clairol, Venus, CoverGirl and Pantene.
Tags: Awards/Galas, Event Design, Event Marketing, Events, Fabric Structures, rental decor, Stage Set Design
