The brief

Elizabeth Arden enlisted Pead to launch two innovative skincare products—the Visible Brightening Clearly Radiant Spot Correcting Capsules and Serum—in a way that matched their elevated positioning. The challenge was to create impactful buzz and drive conversation, brand love, and trial among beauty, lifestyle, and consumer audiences, all ahead of the official launch.

Pead devised and executed a sophisticated pre-launch strategy, culminating in an intimate candlelit dinner at Origine, Commercial Bay, under the theme
‘Own Your Brilliance.’ The event brought together key media and influencers,
with styling by Fiona Hugues and ambient lighting by Revel & Light, evoking the products' natural ingredients and radiant effects. The result: 32 top-tier attendees, 107 pieces of social coverage, a cumulative reach of 2.19 million, and $128.8k in PR value.