Product launch, Event, Media and Influencer Relations

#beautyevent #dryheatprotection

As part of our mandate with beloved haircare brand Oribe, ZAK was tasked to craft a strategy to introduce the newest addition to the Gold Lust line, Dry Heat Protection Spray.

Given this collection is literally the gold standard in haircare, we knew we had to make a splash! The pillar of the strategy was to host an exclusive launch party in Toronto to bring the Oribe Gold Lust experience to life while providing product trial. The event was designed to encourage participation through multiple activations. The venue selected was the perfect backdrop for the evening with many gold décor accents throughout and an exclusive club vibe. There was a temporary tattoo station in the lounge / bar area and an adjacent space with a DJ and dancefloor where guests were also treated to touch ups featuring Dry Heat Protection Spray by Oribe stylists.


The event stood out for the amazing energy that our guests brought which included brand salon partners, KOL’s, media and influencers. It was an epic night that exceeded brand expectations for both attendance as well as achieving a high ROI with almost 800,000 impressions and a reach of 2.9M to-date. 59+ creators brought over 254 placements – which speaks to the quality and quantity of the content from the event. The EMV (estimated media value) for this event is over $290,000.

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