For a Los Angeles event celebrating the launch of its Sur.face Pro makeup palette, beauty brand Beautyblender hosted an August 2014 event with a customized gift for bloggers. A Stuk Designs artist sketched portraits of invitees holding the new products, creating the drawings based on photos from guests’ social media streams.
Photo: Dawn McCoy/Beauty Frosting
Kari Feinstein produced a brunch at the Hotel on Rivington for skincare brand host Proactiv, with a guest list including an intimate crowd of bloggers. The September event in New York included cookies in the brand's signature blue color from Tribeca Treats, which bore the names of the individual guests.
For a May 2014 event to fete its new premium skincare collection, Target invited bloggers to a Beverly Hills estate, where they collected products from four theme stations at which beauty concierges gave them personalized consultations based on their skin types. All along, guests posted to social media—the event also included highly visual vignettes and decor—and the attendees with the most online traction for a single post at the end received a gift bag filled with the whole skincare collection.
Online retailer ModCloth launched its first in-person fit shop event in Los Angeles, known as ModCloth IRL, with an April luncheon for fashion bloggers and other social influencers in that sphere. Wildflowers in shot glasses with name plaques served as seating cards, prompting many guests to share their own arrangement on social media.
Following the Streamy awards in September, digital media company Fullscreen hosted a neon-colored after-party in Los Angeles, partnering with Caravents on the production and digital strategy. The fete was intended to create a space where the Web content-creating millennial and Gen Z attendees would feel motivated to share in authentic ways. One detail ripe for sharing was a collection of small animal objects placed throughout the space along with the hashtag #EmojisintheWild.
Kari Feinstein also produced a second blogger brunch at the Hotel on Rivington during New York Fashion Week in September for Hearts on Fire and Chapstick, where products sat upon plates next to heart-shaped personalized cookies from Tribeca Treats.
Vanity Fair brought its Vanity Fair Social Club to Emmy weekend for the first time this year; previously, it happened only during the Oscars. The event produced by Caravents and held at the creative co-working space WeWork Hollywood hosted panels, events, and activations aimed at bloggers as well as digital journalists. A bar offered goods from various sponsors like Brooks Brothers and Viktor & Rolf; guests could step up, select their offerings, and post to social media channels in exchange for the goodies.
Photo: Alesandra Dubin/BizBash
In January 2014, Dermalogica Canada invited beauty bloggers as well as editors for a breakfast on the set of Degrassi High. The event launched the new teen and young-adult-targeted skincare line Clear Start, so the breakfast took on a look reminiscent of high school, with prom-style decor and even corsages.
Photo: Stefania Yarhi