BEAUTY BAY- EXPERIENTIAL PRODUCT LAUNCH EVENT
Beauty Bay, THE online beauty destination for the young, daring and fearless, appointed Purple Riot to deliver a creative launch event for the release of Colour Theory, their own brand range of eyeshadow palettes. We were tasked with sourcing the venue, the creative concept and themes, full event production and event management.
-To launch Beauty Bay Colour Theory with a ‘big bang’ and a fun, engaging experiential event for customers and key influencers
-To create excitement and opportunities for social sharing
-To target a core audience of 16-24-year-olds
After viewing a number of Manchester events spaces, we decided that The Loft was the perfect mix of classic Manchester mill conversion but with a luxe feel, perfect for our glamorous young audience. It gave us the space to create a stylish but fun event for our 150 guests.
The initial launch was to focus on three eyeshadow palettes, Origin, Identity and Evolve. We created bespoke 'zones' for each palette which were styled according to the palette name and the packaging design elements and colours. We used on-trend features like metallics, geometric shapes, a living wall, and neon lighting to create a tactile and textured feel to each space, which added a real wow factor.
To add the fun and experiential elements, we installed an organic, floor to ceiling balloon wall with a competition mechanic. 50 of the balloons were filled with different coloured confetti and guests were invited to pop a balloon and potentially win a palette depending on the confetti colour. The balloon wall not only added a fun element, it looked stunning, and created another opportunity for photos and social sharing. We created a GIF booth area with a branded backdrop, more balloons and props so guests could create fun images. Guests were able to print their images as well as share the GIFs to their social media channels.
We managed all the event production elements including stage, lighting and AV for a masterclass by well-known makeup artist and influencer Mitchell Halliday, who worked with the eyeshadow palettes to create a stunning look on makeup artist Lucy Hart.
We created an impactful display wall where we added rows of the palettes combined with cactus plants, branding and packaging elements designed in neon lighting. This floor to ceiling focal point created a real 'wow' backdrop for photos.
We added branding and campaign images at every possible touch point, starting from the street outside where we installed a giant hoarding and signage. We created an experience from the minute guests arrived, with mood lighting and music, and our brand ambassadors welcomed people and guided them up to the event.
It was a key objective to showcase the different steps and looks within each palette, so we installed floor stickers showing the six stages that each palette contains-base, transition, crease, liner, pop, highlight. We installed 'swatch stations' so guests could try the eyeshadows and experience the amazing quality and colour payoff.
We installed further large format campaign images throughout the venue and had video running on three screens. We gave out branded drinks tokens and each guest was gifted a Beauty Bay goody bag full of products and treats.
We created three bespoke cocktails named after the palettes, which were of course branded with the 'B' Beauty Bay logo using edible glitters and flowers. We also created three canape food options with fun names targeted towards the young audience, Slider into my DM's (mini sliders), Mother Cluckin Waffles (chicken & waffles) and You See me Rollin (veggie sushi rolls).
· Over 150 attendees made up of high-profile influencers and VIP customers
· The palettes sold out online the next day and have continued to sell out every time they are released
· Feedback from the Beauty Bay team was that it was one of their most successful events
· International beauty influencer Mitchell Halliday shared content with his 1 million followers!
· Well-known Manchester make-up artist Lucy Hart attended and gave demonstrations, and shared content with her 45K followers!