PureDKNY Verbena Launches in Cannes, France
Grasse, the perfume capital of the world, was host to the launch.
On September 16, PureDKNY Fragrances hosted the global press launch for the second fragrance in the pureDKNY collection – pureDKNY Verbena. The beautiful summer afternoon set the tone for welcoming 23 top beauty editors from 15 countries to the world-renowned La Bastide Saint Antoine Restaurant.
Upon arrival, editors were greeted by pureDKNY Spokesmodel, Angela Lindvall. To help transport attendees into the world of pureDKNY, the hosts unveiled a short video which chronicled Angela Lindvall’s trip to Uganda. Her emotional journey captured in this film helped demonstrate the brand’s ongoing partnership with CARE International - which is to support women farmers in Africa and throughout the world.
After the video screening, guests were seated for a verbena-infused lunch. Afterwards, Lindvall described how it feels to be the face and spokesperson for pureDKNY. James Bot, CARE Uganda Country Director, discussed the partnership between DKNY and CARE and how he has seen first-hand the positive impact the program with pureDKNY is having on women in his country.
In the pure spirit of combining a global message with the simple pleasures in life, guests were welcome to an afternoon of pure massages, pure manicures, and an area of pure relaxation as they waited for their one-on-one media interviews with Angela. All guests were also treated to a tour of the partnering fragrance house, International Flavors and Fragrances (IFF). In total, 44 one-on-one media interviews were conducted.
PureDKNY Verbena Basil will have the same environmentally responsible practices as the first pureDKNY fragrance, however social responsibilities will expand to reach over 59 million people in 72 countries around the world with pureDKNY’s partnership with CARE’s Access Africa program. The new pureDKNY Verbena collection launches International this January and is currently sold in the US.
Click here to purchase your own PureDKNY Verbena.
From an event planning perspective: This was a great example of doing a product launch event with the media. It was targeted in message and desired results. All activities tied together the message of the company and product.
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- PureDKNY Verbena Launch Event
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- PureDKNY Verbena Launch Event
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- PureDKNY Verbena Launch Event
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- PureDKNY Verbena Launch Event
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- PureDKNY Verbena Launch Event
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- PureDKNY Verbena Launch Event
