Issue: Nutrimetics wanted to launch a New York themed cosmetics collection that would achieve coverage in key consumer lifestyle magazines.
Idea: Mango created a glamorous and elegant media event inspired by the Big Apple to promote the launch of Nutrimetics brand new limited edition New York Chic Colour Collection. Key journalists were incited not simply to a launch event, but an 'experience', devised in order to imprint the collection in the media's minds, going above and beyond competitors' launch events. The evening was a great success, with the likes of Madison, InStyle, OK!, Cosmo, CLEO and Notebook snapping up seats at the exclusive Zeta Bar private rooftop screening of 'An Affair to Remember'; a film made famous for its New York glamour and the essential element of the experience, linking the launch to the new cosmetics range.
Impact: Already, coverage of the New York Chic Colour Collection has appeared in key titles including Cosmopolitan, Cosmopolitan Bride, Women's Day and on major online beauty blog Primped. The Nutrimetics team were thrilled with the overwhelming response from guests, 'the attendance itself speaks volumes for the planning of the evening and the feedback shows that the execution was spot on. I thought the evening was excellent,' said Richard Wolstenholme, Vice President of Marketing at Nurtimetics.
