Connected Beauty Summit
Issue: As a recognized prestige clinical skincare brand recently purchased by Unilever, Murad was asked to launch their unique Connected Beauty philosophy in a big way. Coyne was tasked with creating a major media moment bringing Murad into the world of wellness. In addition, Coyne needed to launch two key January 2017 product innovations to media as a supplement to a wellness lifestyle.
Idea: Coyne positioned Murad as a player in the wellness space via an enlightening Ted-Talk style speaker series entitled the first-ever Murad Connected Beauty Summit. The Summit, which was held at The Glasshouses in New York’s Chelsea neighborhood fascinated attendees with keynote topics: Sleep, Epigenetics, Mindfulness and Cultural Stress as presented by speakers Arianna Huffington, Unilever’s Global VP of Discovery Jason Harcup, Mallika Chopra and Dr. Howard Murad. The engaging speaker series brought the connected beauty philosophy to the forefront with impactful statistics, surprising information and activities that align with a holistic, whole-person approach to health and beauty. Invitees spanned not only beauty media and influencers, but wellness, mindfulness and health. An interactive virtual reality activity was involved to let guests experience connected beauty through technology.
Impact: Coyne generated impactful immediate and ongoing results for Murad’s first-ever Connected Beauty Summit drawing in 45+ top-tier media and influencers. The morning of the event was off to a great start with an exclusive launch piece in WWD posting online and appearing in the Digital Daily e-newsletter. Key media including Allure, Self and Teen Vogue interviewed Dr. Murad onsite, and engaging product activations brought the new launches to life resulting in immediate media requests. Social media supported the initiative with over 90,000 people tuning into the Connected Beauty Summit on Facebook Live and top-tier media sharing their experience on their social channels in real time.