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June 14, 2022
This spring, The Concierge Club had the pleasure of launching Valentino Garavani’s new beauty line, Valentino Beauty, in Canada. This integrated event invited beauty influencers—ring lights and all—to fully immerse themselves in a hands-on experience that truly exemplifies the brand through colour, creativity, and couture.
Valentino Garavani is an Italian luxury fashion house that designs and makes haute couture, prêt-à-porter, and accessories that include bags, shoes, ties, eyewear, small leather goods, scarves, and fragrances for both men and women.
The brand—which was founded by Valentino Garavani and Giancarlo Giammetti in 1960—has designed wedding dresses for the likes of Princess Madeleine of Sweden, Elizabeth Taylor, Sophie Hunter, Anne Hathaway, Courteney Cox, and Jennifer Lopez.
Valentino operates in over 100 countries, through 175 directly-operated stores (including 20 locations in North America), and more than 1,500 points of sale. It opened its first standalone boutique in North York, Toronto in 2019.
To introduce its latest beauty line, Valentino worked with The Concierge Club to bring its vision to life.
The Concierge Club is one of Canada’s top event and experiential marketing agencies. It has carved out a name for itself in the industry, delivering luxury experiential marketing campaigns for some of North America’s most notable brands including Sephora, Hewlett Packard, Hyundai, Guerlain, and Cadillac Fairview.
The Concierge Club has a reputation for creating unique events and experiences that showcase the agency’s keen attention to detail, imagination, and creativity. It’s also a 100% all-women, minority-owned organization.
Merely providing a product is no longer enough, customers want more than just quality, benefits, features, or even brand image—they demand marketing campaigns that engage and enrich their senses, stimulate their minds and touch their hearts.
With this in mind, The Concierge Club developed a campaign to answer the following questions: How can a luxury brand like Valentino effectively introduce its new beauty line using an experience economy approach? If it’s not feasible for every potential customer to experience the brand themselves, what is the best method to connect/engage with them?
To drive brand engagement, notable beauty influencers such as Samantha Guerrero, Izzi, and Liz Kapran were invited for a luxurious sensory beauty experience. Mid-tier and macro-influencers may not have millions of followers, but their posts get more engagement because their content is considered more authentic. They are trusted by their followers and viewed as experts in their niche.
In true Valentino style, each influencer was hand-delivered a curated selection of Valentino Beauty products to get familiar with prior to the event.
The live event began with a hands-on beauty tutorial and masterclass in a custom-designed environment, conducted by world-class beauty experts that were flown in from France. Models of varying skin types and textures were chosen to showcase exactly how each product is used, with an opportunity for each attendee to ask questions about the beauty line.
The influencers were then treated to an interactive street art event in the heart of downtown Toronto where they were invited to add their own flair to the mural—a nod to the beauty line’s extravagant, elegant, but also punk, daring, and cool persona.
Finishing the evening off was a VIP and media after party and hotel accommodations. This type of experience provides a plethora of upscale, thumb-stopping content for influencers to showcase on their social media accounts.
From candid behind-the-scenes-type footage, “get ready with me” short videos, as well as stunning “outfit of the day” posts are just a few of the ways that these influencers shared their lived experience at this event.
See more below for exactly how these influencers promoted Valentino Beauty:
Samantha Guerrero, a mid-tier influencer with close to 500,000 followers on Instagram and 125K+ subscribers on YouTube, created vlogs showing how she uses Valentino beauty products in her daily skincare/makeup routine.
A post shared by Samantha Guerrero | Content Creator (@samanthaguerrero_)
Liz Kapran is a macro influencer with a whopping 820,000+ followers on TikTok. She has the strongest influence on this platform so she created TikTok videos to engage with her audience and promote the brand.
@lizzi.mov thank you for a beautiful night last week @Valentino #valentinobeauty ♬ The 60s - Sharon Tate
Izzi is a macro influencer with over 750,000 TikTok followers. She also created a short video to show her followers how happy she was to attend the event and discover Valentino’s new beauty products.
@izzipoopiI cant deal♬ original sound - IZZI
The event used two major marketing strategies to bring it to life: experiential marketing and influencer marketing.
The luxurious experiential event was strategically targeted to influencers to deliver results for the brand. The venue, along with each activity—from product testing to the masterclass to the street art and the afterparty—were all designed to create strong brand affinity and evoke a sense of opulence from start to finish, which is what the brand is all about.
Influencer marketing is a contemporary strategy based on popularity, expertise, or reputation. Think of it as “word-of-mouth” marketing wherein one person tries out a certain product because a friend, family member, or colleague vouched for the quality of that product.
Influence marketing works because influencers have built and gained a tremendous amount of trust from their followers and to them, their recommendation is proof of a product’s quality.
These two strategies—experiential and influencer marketing strategies—are the key that propelled the event to success.
If you’re looking to create lasting connections with consumers through experiential events, we can help. The Concierge Club is an expert in this field—just look through our Gallery to see for yourself!
Get in touch with us to learn more.
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