To celebrate the launch of OLAPLEX Lashbond Eyelash Enhancer in Norway, VASS, together with OLAPLEX, hosted an event for key influencers on the 4th of May 2023. Central to the event was to highlight the product in an innovative way, and create memorable moments, with the VASS-created concept of «All Eyes On Me».
Selected guests were invited to a brunch event at Panu in Oslo, where they were served a tailored menu, made exclusively for the event. A DJ playing on LP records throughout the event boosted the brunch vibes. The tables were decorated with flowers, a custom made OLAPLEX branded menu where the names of the courses referred to various OLAPLEX product names. At each place setting guests found a personal mirror and the Lashbond product. On each mirror, «All Eyes On Me» and OLAPLEX’s Instagram handle were handwritten.
The aim was to create an event that left a significant impression, and VASS thus booked eye photographers to take close-up pictures of the guests' eyes and their complex iris patterns. As an additional eye-catching and photo-friendly element, VASS produced a custom-made photo wall where guests could have «all eyes on them».
VASS facilitated, negotiated and project managed the event, while quality controlling the brand communication. The event generated substantial visibility on social media, which in turn created a solid ROI. The feedback from guests was incredibly positive – they appreciated receiving the exclusive invitation, the unique interactive elements, as well as getting to know OLAPLEX and the novelty better.
Irises captured in photos
Eye-catching photo wall