Benefit Cosmetics
Product Launch
The Benefit Cosmetics product launch took place at the Louis, a stunning venue on the ground floor of B.3, the former Nissan headquarters. The venue accommodated 100 guests, including influencers, beauty bloggers, and media representatives. The choice of The Louis was based on its neutral aesthetic and extensive audiovisual capabilities. Its central location, accessibility, and private parking made it easy for guests to drive in from many parts of the country.
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Program
9:00 a.m. – 1:00 p.m.: setup
1:30–2:00 p.m.: Guest reception
2:00 PM – 5:00 PM: product launch, black & white macarons, black & white donuts, pink glitter wine
Stats
What: product launch
Number: 60 people
Layout: Custom design
AV requirements: 4 microphones, 1 technician, ceiling grid system for all lights, projector, and screen
Rooms: The Louis
Specials are my specialty
The event began with a welcome reception where guests could network and enjoy sparkling wines and sweet snacks. Benefit Cosmetics approached us to introduce a new product in a spectacular way while simultaneously reinforcing the brand’s image as innovative and stylish. In addition, Benefit Cosmetics wanted to use this event to attract influencers and media attention to support the product launch.
a glass tunnel
Guests were welcomed into a tunnel made entirely of glass, where they lost their sense of direction; once they reached the end, they came face-to-face with the stunning new cosmetic product from Benefit Cosmetics. Following the presentation, there was an elaborate cocktail reception and a culinary experience where guests could enjoy delicious dishes and drinks. A thorough technical check was conducted to ensure that all audiovisual elements—including the presentation and the livestream—ran smoothly. Guests also had the opportunity to use the photo booth during the event, where they could capture a memento of the day on a Polaroid.
“The Louis” event hall had been transformed into a Benefit Cosmetics oasis with eye-catching branding elements and decorations that reflected the brand’s elegance. The space was decorated with atmospheric lighting and a stage for the product presentation. There was also a special area for catering, which was served from a central point in the middle of the hall.
professionals
One memorable highlight of the event was the interactive makeup station, where guests could try out the new product line with the guidance of professional makeup artists. This not only created a fun experience for the guests but also emphasized the product’s core message.
succeeded
The product launch attracted significant media attention, generated strong engagement on social media, and strengthened the brand image of Benefit Cosmetics. The evening concluded with the distribution of a goody bag, which was received with great enthusiasm and is intended to serve as a memento of the successful event to which B. Amsterdam was pleased to contribute.
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