On June 4, 2019, Proof Experiences put together a luxe, yet immersive event for 350 attendees in Toronto at the Arcadian Loft for its client, Juvéderm.
The whole purpose of the event, according to Natalie Ciarallo, director, conferences and events, Proof Experiences, was to debunk the myths around facial fillers. Ciarallo said she and her team wanted to create an experience where attendees could get educated on the facial fillers, while still having fun.
While the event was meant to be educational, Ciarallo said it was also important for it to look luxurious for its guests.
“We wanted to create a higher-end experience,” said Ciarallo. “We wanted it to feel like, for our guests, that it was an event that they’d see on TV. With that in mind – we did have some brand guidelines in terms of colour, but we had a lot of creative freedom.”
To set the mood, the whole space was flooded with ambient purple lighting, and there was comfortable lounge furniture along the whole foyer so guests could discover all the interactive elements the event had to offer.
Beauty Decoded Live featured a number of interactive stations where guests could learn about facial fillers, and other procedures Juvéderm wanted to highlight that night. Each station featured a different way for guests to experience products and procedures.
One station, called the Juvéderm Experience Lab, allowed guests to see, touch, and feel the Juvéderm solution.
“People got to put the solution on their hands,” explained Ciarallo. “Which was so important because one of the big fears of fillers is people don’t know what they are putting in their bodies. So instead of having it in a needle, we used spoons to showcase the gels, and people could feel it for themselves and rub it in their hands. It was a way to really help break down that barrier. It was a popular station for sure.”
Other stations included a visualizer station where guests would have their photos taken and digitally apply the benefits of Juvéderm to see what results could look like. There were also real-life before and after photos on a loop.
One of the best parts of the event, according to Ciarallo, was the on-stage discussion moderated by The Social‘s Lainey Lui. Speakers included Dr. Julia Carroll, a Canadian dermatologist and world-renowned plastic surgeon Dr. Mauricio de Maio.
“There was a live demonstration that resulted in audible gasps from viewers once they saw how quick and painless the procedure is and how instant the results are,” Cirarallo said.
Overall, Ciarallo said the reaction and overall experience from the guests were overwhelmingly positive.
“We got lots of good feedback from the event,” she said. “Lots of the guests talked about how much they learned at the event, how they didn’t expect to get a gift bag, or for there even to be wonderful food…so it was so nice to hear that guests enjoyed the event thoroughly.”
Best of all, said Ciarallo, the objective of the event, to debunk myths about facial fillers, was fulfilled. Surveys showed that attendees’ fear of looking unnatural after fillers dropped from 66% to 11% after attending the event!
The Details
Planning by: Proof Experiences
Submitted by: Natalie Ciarallo, director, conferences and events, Proof Experiences
Event: Beauty Decoded Live
Venue: Arcadian Loft, Toronto
Staffing
Proof Experiences
Photography
Photagonist
Proof Inc.
Audio/Visual
Encore (Formerly Freeman)
Food
Oliver & Bonacini
Décor and Furniture
Luxe Modern Rentals
Toronto Event Rentals
Event Graffiti
Pop49
Florals
Smash Event Designs
Communications Partner
Proof Inc.
