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News

Matt Black and Pure: We’re on the Road for the New Alaïa Fragrance

At the request of the “white label events” agency, we sent our flagship, the eleMMent Visione, on tour all round Germany. For two months, we dedicated all our efforts to the eagerly anticipated new fragrance for women by fashion designer Azzedine Alaïa. Our tour gave perfume sellers all over Germany the opportunity to find out all about this new fragrance, and brought samples of the fragrance to a new audience of end consumers.
To demonstrate the special qualities of the Alaïa lifestyle, the training courses were held directly on site in 26 towns, inside our specially designed eleMMent Visione. With an impressive matt black exterior, and a stylish interior design inspired by the fashion designer’s own lounge, it was a huge hit with the around 1,200 attendees. The one-hour training sessions, for up to ten participants, were held around a special media table inside the “lounge” space, during which time they had an opportunity to immerse themselves in the world of the star designer. Their visit was complemented by delicious French snacks and drinks. Beauty experts and the GQ fashion editor, Constantin Herrmann, were also impressed by the extraordinary road show. Herrmann reported on the road show in his blog, saying “Batman would be so jealous!” – and we wouldn’t dare contradict him!

© 2016 by mm Group Sales & Marketing

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