Launch New Products In Style

The world's largest manufacturer of mass-market fragrances called TBA Global to debut its new Gwen Stefani fragrance line to long-lead beauty editors from around the globe.

With big expectations for ‘Harajuku Lovers’ product sales in its first year, it was essential that the exclusive media event was flawless for the 72 members of the international beauty press.

Since the fragrance bottles are in the shape of dolls based on Stefani and her four real-life backup dancers (Love, Angel, Music and Baby), our solution transformed the room to feel like the Harujuku district of Japan, where these dancers are from. Every detail transported the guests, from the décor and food selections to the music - which was a mix of Stefani's hits infused with sounds of the actual district.

On a stage reminiscent of a Japanese teahouse, the dramatic introduction began with a multi-panel video projection of Stefani and the Harajuku Lovers morphing into Japanese anime characters. In a nod to Japanese puppet theatre, each anime character was then ‘revealed’ as a live dancer in silhouette behind rice paper scrims. After the dancers recreated the ‘Harujuku Girls’ moves from Stefani's latest tour, the center screen opened to a spectacular reveal of Stefani herself, who walked down the catwalk to wild applause.

Stefani then sat with Coty’s SVP for a talk-show style Q&A that delivered key messages, providing the writers with great sound bites for the many stories that then appeared about the launch event.

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