Dana Agency

Hairspray the Movie Launch Party at GBS Beauty Store

OBJECTIVE

Utilize the launch of the film musical Hairspray, to create an official media event at GBS, The Beauty Store, with New Line Cinema and Sebastian Ultra Clutch, the official hairspray of the movie.

IDEA / EVENT

We hosted a swinging 1960’s celebration at GBS, The Beauty Store for the launch of the Hairspray movie. Guests were greeted by models and drag queens dressed as the charismatic cast of characters in Hairspray with vintage 60’s apparel from C. Madeleine’s and lots of big hair! Complimentary “Spray”-tini’s and campy canapés were circulated as guests sung and swung along to classics
from the movie soundtrack. Getting hip with the dip, The Melting Pot catered a deluxe chocolate fondue fountain for dessert. In addition, guests got glam at GBS’ mini-makeover stations where complimentary 60’s hair came alive courtesy of FHI’s most innovative hair strengthening technology.
Mini-manicures were provided by Zoya and runway ready up-do’s held firm with Sebastian Ultra Clutch. Throughout the evening, popcorn and discounted tickets were given out by Gateway Movie Theater in addition to special advance screening passes. Guests left with GBS goody bags filled with beauty booty including cans of Ultra Clutch.

RESULT

We secured media in a variety of newspapers and magazines as well as television and radio including FOX’s Deco Drive, The Tom Joyner Morning Show, The Miami Herald’s Tropical Life section and Weekend Guide, The Sun Sentinel, Social Affairs magazine, Sun Post, City Link newspaper, Live Weston, Daily Candy Miami’s Weekend Guide, and BizBash Florida.