PARIS | 28.05.2013
BACKGROUND AND MISSION
Objectif Coiffure, a distributor of professional cosmetics and hair care products, is launching French distribution of products from the American brand Amika.
The company called on Tetro to put together a product launch event targeted to journalists, bloggers and key accounts.
CREATIVITY ON DISPLAY
For the Amika product launch, Tetro chose a sleek and modern event space in Paris that, like the world of hair styling, emphasises volume and light.
To illustrate Amika’s market positioning as a chic, pop-oriented brand, the agency transformed the site into a photo gallery, decorated with newspapers and strips of wallpaper to capture the popwise design of Amika products. Tetro created several environments, including a hair styling salon where guests could test the products as part of a makeover, as well as an area for displaying the products and professional equipment. And the event wouldn’t be complete without a catwalk, designed by Tetro, where models unveiled the most elaborate coiffures in silhouette before each hair style was described in detail at the podium.