Again, I took this straight from the blog of Gary Jones, BeautiControl's Product and Development, so the I here is Gary not me.
Preview of Irina Shabayeva’s Fall 2010 Designer Collection.
Oddly enough, the first story I see on the news is footage from last night’s fashion show. I could not have been more proud to hear that Tupperware and BeautiControl, together, had made national headlines. If there were any skeptics in the industry before last night that questioned, “what does Tupperware know about beauty?”, they got their answer last night.
Let me backtrack a little…
20 days ago, the public relations hounds at Tupperware became aware of a new designer, Irina Shabayeva, that was previewing her Fall 2010 Collection in NYC and needed a sponsor in order for her to be able to secure a show in Fashion Week in NYC. Fashion Week in NYC is like Mardi Gras in New Orleans. It is a week, every year, where every key designer previews their Fall Collections for the following year. In order to secure a show during this coveted time period means that you are one of the “who’s who” in the fashion industry. To secure a show on a Saturday night means that you either have an incredible sponsor, or that you are one of the premier designers in the industry…in this case, I think it is a combination of both.
For those who might not be aware of who Irina Shabayeva is, she was the winner of last season’s Project Runway…a television show featuring young designers competing for a design contract. Irina won due to her unique ability to combine the expected with the unexpected to create designs that were more than fashion…rather pieces of art and architecture. When she themed her collection for Fall 2010, her inspiration was the concept of “flight” and “freedom”. In fact, Freedom and the un-tethered journey of flight set Irina on a course to create a fantasy of construction, intricate beading, and exotic materials…including materials designed exclusively for the show by Tupperware. This unusual partnership with an alternative view to fashion and construction allow Irina to join Tupperware’s effort of inspiring women around the world through confidence and empowerment.
It was, in fact, this unusual pairing between Tupperware, BeautiControl and Irina herself that brought the media out in droves to capture this moment. In fact, there were over 750 people in attendance at what proved to be a standing room only event. The media that was there included:
The Associated Press, Conde Nast, MORE Magazine, Oprah Magazine, Reuters, Redbook, Vanity Fair Italia, NBC Universal, MTV Networks, Bloomberg, FOX Business Network, CBS Radio, Shant Petrossian (Senior Producer of the Rachael Ray Show), Self Magazine and Niche Media Holdings (the producer of luxury magazines including Art Basel, Aspen Peak, Boston Common, Capitol File, Gotham, Hamptons, Los Angeles Confidential, Michigan Avenue, Philadelphia Style, Ocean Drive, Vegas, Wynn Las Vegas, and Wynn Macau), Macy’s, Marc Jacobs International, Bride Magazine, Fox Business Network, Glamour, LA Magazine, Shape, AM New York, Boston Herald, CBS New York, CBS Radio, CosmoGirl.com, E! Online, ELLE, ELLE Europe, Essence.com, Examiner.com, Fox New York, Good Housekeeping, LA Times, Modern Luxury, NBC, Newsday, OK! Magazine, Reuters, Seventeen Magazine, SOMA Magazine, The EXAMINER, The Huffington Post, Time Out New York, VH1 Wardrobe, Vogue Brazil, Vogue Spain, Wall Street Journal, WWD and a host of beauty editors from various fashion publications.
Needless to say, this even will cause people to see Tupperware brands in a different light. As a result, BeautiControl will receive incredible media recognition in the process.
Ok, so back to last night. So I get there around 4pm for the show to meet with the design team, which included several celebrity makeup artists as well as notorious hair designer, Rodney Cutler, owner and founder of Cutler Salons. It was such an awesome experience to see this massive team of makeup artists using ONLY BeautiControl products to transform the models into these dramatic and ethereal creatures. Each of the makeup artists RAVED about the products and commented on the quality of the formulations, the depth of the product and the versatility of the color palettes. In fact, when they looked at the Product Guide at the conclusion of the show to place orders for products, they were SHOCKED at the low prices. I can guarantee we have some new BC fans after last night’s event.
After we got the design team set up and working to create their magic, I headed over to help put together goodie bags for each of the attendees. Along with a selection of Tupperware items, we also added, Tight Firm and Fill Eye Firming Serum, Tight Firm and Fill Face Cream, BC Spa Under-eye Solutions, Mineral Lip Color, Mineral Eye Shadow Trio and a Lip Gloss, as well as a Product Guide. 750 of New York’s elite media left with a selection of BeautiControl’s best and most effective products. It doesn’t get any better than that. Rarely does a company have the opportunity to get in front of that much media at one event. Even more rarely do you have the opportunity to send each of them home with such a wide selection of products. I don’t think we have heard the last of this event. This is the type of thing that will continue to help us gain momentum as we make it a mission to get BeautiControl on the lips of every woman in 2010…both literally and figuratively.
After assembling goodie bags and watching the production team transform the empty warehouse, it was time for the press and guests to arrive. Rick Goings, CEO of Tupperware, joined us on the red carpet and conducted multiple interviews with the media talking about the unexpected presence of Tupperware at Fashion Week. Rick, as always, took every opportunity to talk about the co-branding with BeautiControl and how our mission of creating Freedom for women across the globe was the perfect fit for this show.
The show, itself, was unbelievable! The makeup was the result of BeautiControl while many of the accessories, jewelry and embellishments were compliments of Tupperware. Tupperware designed enormous wings that both hung from the ceiling and were used to create the skirts for a few of Irina’s designs. The dress that created the most “buzz” in the collection was one that used a Tupperware designed and manufactured wing, trimmed in ostrich feathers. UNBELIEVABLE!! In addition, Tupperware designed multiple sized feathers out of plastic and acrylic that were used to sew on a number of the pieces as well as used exclusively for every piece of jewelry that was used in the show. It goes without saying that every journalist in that room was blown away. I heard from so many of them who said it has been years since anyone has made this type of impact on the fashion industry during Fashion Week.
So…needless to say, it was an incredible weekend! I have never been more proud to be part of this amazing company. We are in the right place at just the right time! With the publicity surrounding this event and the soon to follow Spa with Ali Landry, we are on a fast track for huge media recognition. This is the type of excitement that helps not only drive sales, but solidify us as a force to be reckoned with in the beauty and fashion industry. Who wouldn’t want to be a part of such a trend forward company?
I LOVE BC!!!
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