Using the themes of ‘inclusiveness’, ‘realness’ and ‘expressing your best self’, a girl gang campaign, led by fashion influencer Cartia Mallan, was created to promote THE ICONIC’s high-street brands through content that connects with followers outside of just ‘fashion’.
To bring the campaign to life, egpr hosted an intimate picnic brunch at the beautiful La Porte Space, for Cartia and 10 of her followers. Her guests won the experience through a social media competition, with 5 lucky winners getting the chance to bring a friend along to the day. Winners got to share experiences around self-confidence and inclusiveness with Cartia over brunch, before each customizing a jacket design with creative Hatrikkk as a keepsake from the event.
Cartia showcased her favourite picks from the high-street brands category, with each guest getting to select their favourite piece to be gifted after the day!
INVISIBLE ZINC celebrated the launch of their NEW Sheer Defence SPF50 with a media breakfast hosted by brand ambassador Pia Miller at Catalina Restaurant, Rose Bay.
The event was designed to drive awareness of the new INVISIBLE ZINC Sheer Defence SPF 50 with a Q+A with Pia Miller for key media and influencers including ELLE, Australian Women’s Weekly, Harper's Bazaar, Marie Claire and InStyle.
August 2018 saw Coty host its consumer beauty event for media and influencers to celebrate the launch of its latest product innovations across all consumer brands including Max Factor, Rimmel and Katy Perry Fragrances.
Hosted at Museum of Contemporary Art Australia guests enjoyed cocktails inspired by the latest Katy Perry Fragrance and were then whisked away to see Katy Perry perform live in concert.
Australia and New Zealand’s leading online fashion retailer, THE ICONIC, celebrated the launch of its SS18 Designer boutique at the antique warehouse Lunatiques in Sydney.
Guests arrived at the venue that glistened with sparkling chandeliers and were treated to customised martinis from Gin Bar Archie Rose as well as delicious food served by renowned Sydney caterer Mason Rose.
Guests partied the night away to soulful tunes while models lounged around amongst the antique furniture wearing the latest trends for SS18.
Iconic British brand Marks & Spencer celebrated the launch of their latest trends collections at La Porte Space.
50 key media and influencers attended and guests were served a delightful English Breakfast and watched a brand presentation from Mary Sholl, Senior Colour/Trend Specialist at Marks & Spencer.
THE ICONIC celebrated the launch of The Denim Studio, with their first ever live gig, hosted at The Facility, Melbourne.
Bands including Dan Sultan, Ali Barter and Slowly Slowly kicked off the celebrations, whilst Nina Las Vegas spun the tunes on the decks as the party kicked on.
Wearing their favourite denim looks - key fashionista attendees included: Josh Heuston, Sarah Czarmuch, Jade Tunchy and Lachie Brycki. Nathan Jolliffe and partner Yan Yan Chan enjoyed the celebrations; whilst fashion couple of the moment, Andi Csinger and Teo Csintalan, grooved the night away clad in their favourite denim pieces.
This 2018 MBFWA, professional haircare brand TIGI partnered with internationally renowned session stylist Michele McQuillan to head backstage and create the look of the season for design duo Pereira Fitzgerald.
Michele created a soft undone waves with a chic polished finish inspired by the luxe designs of the clothing.
Key products used included Queen for a Day, Head Rush, Oh Bee Hive, Flexi Head Hairspray, After Party, Joyride.
On Thursday the 12th of April, top tier media and influencers were invited to celebrate 10 years with Mr. Simple at an exclusive event at St Jerome’s Hotel.
Guests enjoyed a range of beverages, provided on the evening by Melbourne Moonshine, Melbourne Bitter and Preece Wines. Hungry Jacks catered with sliders for everyone to enjoy.
Dave Fraser, owner of Mr. Simple, officially welcomed guests and thanked everyone for their support during the last decade.
There was 60 media and influencers in attendance.
On Tuesday the 27th of March, to celebrate International Whiskey Day, THE ICONIC hosted top tier media and influencers at an exclusive event at J&M. Guests were treated to a roving whiskey tasting as they browsed the amazing new offering of menswear available at THE ICONIC for Autumn/Winter 2018.
Tom Simpson, head of menswear at THE ICONIC, discussed new brands, trends and the growth of the menswear category and officially welcomed all guests including top tier titles such as GQ, Men’s Health, Life Without Andy, Fashion Journal and Icon as well influencers Josh Heuston, Simon Hancock, Charles Oliver and Kurt Tilse.
To drive awareness around the tenth anniversary messaging and to tell Skinstitut’s ‘quality ingredient’ story, 17 media and influencers attended Skinstitut’s birthday cake bake off.
Hosted at Vive Cookery School, guests were grouped based on their skin concerns and invited to bake 1 of 5 healthy cake recipes inspired by Skinstitut key ingredients found in each of the 5 ranges.
Holistic Skin Analysis Tips Cards were placed at each cooking station, with tips on why the ingredients used benefit skin and facts on the skin issues of each group.
Whilst the cakes baked, Skinstitut Brand Expert’s, Nicola Kropach and Zoe Devine spoke about the brand’s history, the importance of holistic skin analysis and the differences between cosmeceutical and cosmedical
On Thursday 8th February, Marie Uhart, International Marketing Manager from Boden and egpr hosted key media and influencers for a dinner at Chiswick, Woollahra.
Guests included top tier titles ELLE, Marie Claire and GRAZIA as well as influencers, such as Sigourney Cantelo, Paula Joye and Andrea from Leather and Lattes. Also in attendance were Australia's leading online fashion titles POPSUGAR, Whimn and Who What Wear.
Erin Whitty, an illustrator, was on site and sketched all attendees throughout the evening. Erin created a personalised watercolour for each guest which they took home at the conclusion of the evening.
To style the room, product and campaign imagery featuring the beautiful key pieces from the AW18 collection, were strategically and subtly placed on plinths in the room creating a great snapshot of the brand.
Biologi is redefining skincare, offering unaltered, single ingredient, plant-to-bottle products.
To celebrate the launch of this ground-breaking brand, media and influencers were invited to enjoy a plant based breakfast at The Clean Treats Factory in Alexandria. The beautiful breakfast was followed by an introduction to the brand by founder Ross Macdougald and dermal therapist Lucy Kuper.
Photographed by Carlos Walters
Styled by Sophia Kaplan
On the eve of Summer, Australia and NZ's largest online fashion wardrobe, THE ICONIC, made a splash on Sydney Harbour - with a dazzling display of SS 17/18 collections, from the hottest local and international designers.
Hosted by model and presenter, Ksenija Lukich, celebrity faces including Michelle Bridges, Tim Robards, Anna Heinrich, Matty J, Laura Byrne, Nick ‘Honey Badger’ Cummins, Sammy Robinson, Petra Mackova, Renae Ayris, Chloe Morello, Tegan Martin, Nikki Phillips, Lisa Clark, Lola Berry, Jade Tunchy, Chloe Chapman, Cartia Mallan, Teigan Nash, Liv Phyland enjoyed summer inspired cocktails and a waterfront seat to the 60m floating runway, which boasted spectacular views of Sydney’s most iconic landmarks.
egpr held a series of micro-influencer events across the Summer months for continuous on-brand coverage and to re-ignite Reef’s cool factor!
Each event hosted was by a different influencer; Carla Rose Brett, Brittany Daisy and Ellese Chloe.
Influencers curated the guest list, allowing Reef to tap into their group of micro-influencer friends.
Each event consisted of a fun Reef branded pop-up party with beverages, food and Reef products to keep skin hydrated and allow attendees to embrace the brand and the essence of summer.
Influencer content deliverables were pre-agreed ensuring coverage for the brand would be utilised on both earned and owned social channels.
Styled by Sophia Kaplan | Photographed by Carlos Walters
egpr held an acro yoga class and brunch for key press and opinion formers at North Bondi Surf Lifesaving Club overlooking Bondi Beach.
There was an introductory talk from the Invisible Zinc team discussing the history of the brand, the efficacy of the products, physical vs chemical sunscreen and the brand positioning within the heavily populated sun care market.
A brunch of organic healthy nourishing dishes alongside freshly pressed juice was served.
Pre-event gifting guaranteed all attendees wore Invisible Zinc outfits for their acro yoga class.
Additional activity included a branded coffee cart and yoga mats to immerse guests within the world of Invisible Zinc.
Photographed by Carlos Walters
egpr held a breakfast event at NOUR Restaurant in Surry Hills to present an update on THE ICONIC and its Premium hub. The event brought together all the key players in the industry, ranging from fashion and consumer media, social media influencers and Australian designers currently featured on the website.
Patrick Schmidt, CEO and Advisory Board Member Donna Player presented at the event giving detail on THE ICONIC’s underlying mission is to “turn shopping into a seamless and inspiring experience”.
At the event, there was a section dedicated to showcasing the upcoming Premium Clothing, Footwear and Accessories collections that will be available on THE ICONIC, proving to be popular with the guests.
Styled by Buds and Bowers | Photographed by Josh Eriksson
We Are Feel Good Inc. sunscreen are passionate about living life outdoors.
To celebrate the launch of the brand media and influencers joined the brand’s founders for a beautiful brunch and learnt how to keep sun safe all year round living a life of adventure.
Styling and flowers by Sophia Kaplan | Photography by Elijah Lel-Kahale
A beautiful, botanical inspired launch event for natural skincare brand, Biology. Held at the Ovolo Woolloomooloo, leading beauty media and influencers attended and were treated to cocktails and a three course dinner with speakers including the brand founder and noted aromatherapist.
An initmate group of fashion, beauty and lifestyle media were invited to the Langham Hotel, Sydney for a delicious champagne afternoon tea and a lesson in etiquette and manners.
Glasshouse Fragrances celebrated Christmas in style at a private residence in Paddington, NSW.
Guests were treated to a preview of the new Christmas collection, while they sipped on cocktails and mingled with Co-Founder and Creative Director, Nicole Eckels.
Beauty media, lifestyle media and influencers gathered to celebrate the Circa Home Brand Refresh.
A customised breakfast was served to launch the updated range and the new inclusion of the Scented Burner and Scented Soy Wax Melts.
Wake Up & Wear The Roses. Boden believe that beautiful clothes are like beautiful flowers – they have the power to fill you (and the world) with happiness. For this collection their designers sought inspiration from flora and fauna across all of Britain.
A studio space was transformed to reflect a Boden garden where over two days media experienced the new collections.
Semele Walk was an incredibly successful fusion of fashion and opera. Directed by Ludger Engels, George Frideric Handel’s dramatic Semele and the exclusive designs of Vivienne Westwood resulted in the eccentrically fabulous Semele Walk. Set within the opulent surrounds of Sydney Town Hall, this Festival highlight featured models in Westwood couture strutting between the performers as they rampaged the entire length of the catwalk.
Enhancing the elaborate fashion designs and drama on the catwalk, TONI&GUY Hair Care created the spectacular hair looks for the opera stars and models. In Semele Walk, the models reflect the styling of the late Marie Antoinette with mini crinolines and dramatic hair and makeup imitations.
Glasshouse Fragrances held an exclusive Christmas dinner for media at a private residence in Darlinghurst, NSW to communicate the ‘Mingle all the Way’ message for 2014.
The event recreated a decadent New York Christmas feast with all the trimmings and brought to life the fabulous Megan Hess designed packaging.
Beauty media and influencers were invited to a British afternoon at the pub for the TONI&GUY Hair Care London Fashion Week Trend Event.
Hosted by Global Hair Ambassador, Mark Hampton, guests watched as Mark recreated looks straight from the catwalk, sharing his backstage tips and tricks used to create looks from Vivienne Westwood, Matthew Williamson and Fashion East.