Empire Produces a Theatrical Hair Care Product Launch With Several Theatrical Vignettes

Leading cosmetic industry giant, L'Oreal Paris unveiled their newest innovation in hair care: Advanced Hair Care at Cedar Lake Studio on September 24. In an effort to impress the notoriously hard-to-impress beauty editors on the guest list, L'Oreal and their event marketing agency Momentum Worldwide partnered with Empire Entertainment to create a series of original, live theatrical performances illustrating the unique benefits of each product. As guests arrived, they were led into a dimly lit room, surrounded by five hidden "vaults" – each displaying a large projected lock on the facade. Once all guests had arrived, a theatrical sequence ‘unlocked’ vault one and a traveler curtain parted revealing a sunny, colorful room where two models dressed in the French mod style performed a choreographed dance routine set to the music of Pizzicato 5. As the sun blazed overhead, the colors began to fade from the scene, until everything was drab and dull in shades of black, white and gray - everything that is, except the model’s brilliant hair color, which managed to stay vivid and beautiful in spite of the damage incurred from the sun. As soon as the first vault closed a second vault opened to reveal a series of three dancers with short hair standing underneath of a sculpture of fluorescent light tubes before three large van de Graffe static electricity generators. As they danced the models placed their hands on the orbs causing their hair to stick straight up and fall in time with the music. At the conclusion of the routine their hair returned to it’s original, beautiful condition. After that a third vault opened to reveal he façade of a giant water tank. Inside a gorgeous performer appeared as if floating underwater as rays of blue and green light slowly radiated behind her as her long hair flowed and undulated along with tall growths of sea grass beside her. As she danced and played underwater, her hair kept its natural sheen and luster. Just then a fourth vault opened to reveal an industrial setting of steam pipes in a vivid red color palette. Amidst the factory a lithe model with chiseled muscles and 10’ locks of hair stood as if in the midst of a workout. As the music began to play the model reached up to take hold of her three braids of hair to reveal that each was attached to a weight – a 500 lb. barbell, a huge dumbbell and an anvil. The model stepped forward and lifted each of the weights by pulling on her hair, demonstrating the hair strength created by the product. A final vault revealed a series of floral & foliage panels each representing one of the four seasons. As a soundtrack of Vivaldi progressed throughout the year, each panel sprang to light and a model at the center’s hair was attacked by each seasons trials – cold, wind, rain, heat, etc. and a series of hot hair tools. At the end of the full year cycle the model stepped forward to reveal that her hair had survived all of the challenges and retained all of its original beauty. In each vault the benefits of the hair care line continued to unfold in breath-taking, dramatic vignettes, composed of avant-garde scenic installations, exquisitely choreographed. As the final vault closed, L'Oreal's President and CEO, Karen Fondu took the main stage and announced Lea Michelle, star of Fox's hit show Glee, as the new face of Advanced Hair Care. Lea then took the stage herself to say a few words about her exciting new role. Following the presentation specialty cocktails and delicious small bites were served as the product itself was dramatically revealed by male models on custom-designed product displays. As DJ music played the crowd lingered to take photos with the vignette models in the vignettes and to discuss the benefits of the new products with hair care expert Dr. David Kingsley and stylist to the stars, Johnny Lavoy. Empire is a leading producer of innovative product launches and serves brand marketers and agencies from every industry as a creative and production partner of innovative product launches and rollouts.