Concept, Design and overall Art Direction

Launching done in sync with Paris sister event for new hair color products from L'Oreal. The concept was to make the target audience (specialized media) feel like a celebrity, including a red carpet entrance, with uniformed ushers and a photo backdrop that featured paparazzi with flashing cameras. The event also included a dinner and the premiere of the new TV ad campaign, for which there was popcorn and beverages, on custom made packaging.