TO LOS ANGELES
L’Oréal entrusted the agency with the organisation of a high-stakes press trip, from Silicon Valley to Los Angeles.
30 journalists from the main business media outlets in Europe met up on the West Coast for a trip on the theme of “Connected Beauty”.
The tour began in San Francisco with a visit to a ground-breaking cosmetics start-up and the Google head office in Silicon Valley. Participants moved on to Nyx in Los Angeles, then again to Newport Beach further south, for a heart-stopping visit of the head office of Urban Decay. Both these high-potential digital brands have been acquired by L’Oréal.
This press trip generated excellent media coverage with over 200 articles and reports in the European press.