Relaunch Kérastase’s densifying hair treatment and haircare regime introducing two new categories to meet the distinct needs of women and, for the first time, men. To leverage a variety of coverage, we recommended a media hosting strategy to educate media guests on the new and renovated offerings and pitch individual story angles.

To match the chic style of Kérastase, we hosted eight key media contacts in the luxurious environment of the Sugar Club’s private dining room – where we could attract attendance and ensure attention. Because the science behind the products is quite technical, the presentation was segmented over a four course meal, with our client presenting on different topics between courses and the menu and refreshments designed to reflect the Kérastase brand positioning.

The format of the evening was relaxed and conversational, enabling guests to feel confident and comfortable about asking the questions they needed to understand the product technology. Following the event, we pitched targeted topics to the media who attended. All pitches were secured with Kérastase’s new densifying hair treatment products receiving outstanding placement in print across women’s lifestyle and beauty titles and online.

Beautiful photos, and such a great event, thank you! I am still in a food coma after the best food ever!  think the content was well received and understood by those who attended, and they adored the food and venue.


Kérastase national educational manager