We were tasked with putting together a media event for SugarBaby Beauty to celebrate their relaunch back into the New Zealand market following a rebrand and to immerse guests into the brand, what they stand for and their premium products.
Our brief was to create an event that aligned with the SugarBaby Beauty brand, focusing on their ‘Clean, Kind & Vegan’ philosophy. The event was to be zero waste, with all elements – from the décor to the food – either composted, repurposed, re-homed or recycled.
The relaunch event was held at the Rooftop Bar of the luxe, QT Auckland on Auckland’s Viaduct. Guests included print and digital media, Influencers, nationwide exclusive retailer, Farmers, and the NZ distribution team. Due to closed borders, the Australian SugarBaby team were unable to attend, a drawback we overcame by commissioning SugarBaby to record their messaging and brand history that was shown to guests during the event.
We designed the venue into two set designs with a bespoke two metre long grazing table, featuring a largely vegan menu. Guests were welcomed to the event with a signature “Glow Baby” SugarBaby non-alcoholic cocktail that was also available throughout the evening.
The two set designs, emulated SugarBaby, bold, quirky and fun: one featured a round wire wall covered with NZ made handmade paper ‘poufs’ in SugarBaby brand colours. A white acrylic sign with the SugarBaby logo sat in the middle. A fun and eclectic selection of pool floaties were stationed alongside for guests to interact with. A selfie station sat in front for guests to create their own fun. The second was another wire wall adorned in compostable balloons in SugarBaby blue. In front of the balloons was a SugarBaby product display adorned with delicate, floaty, sandy coloured organza fabric and fairy lights, interwoven with product and fresh coconut halves. Guests could have their selfies taken at a professional photobooth, with their three selfies printed on a ‘selfie strip’ for them to take away. The atmosphere was complemented by a DJ set up who played from a set playlist and all guests received a SugarBaby gift bag containing the entire range upon departure.
The event was a great success and SugarBaby were thrilled with the outcome. What could have easily been a challenging event with changing COVID-19 restrictions, turned into a beautiful and successful evening celebrating SugarBaby back on New Zealand shores. The event received extensive social media coverage and chatter both from the event and post-event.
For zero-waste, balloons and coconuts were collected for composting, handmade ‘poufs’ were donated for wall art and the pool floaties were rehomed. Other elements were hired and packaging for transportation was recycled.