Event Recap: L’Oréal USA Skinceuticals National Sales Meeting

Event Type: Corporate Client’s Three-day National Sales Meeting

Attendees: 350

 What we did: Full scale planning and production including travel and attendee management, support, design, and logistics of the three-day meeting, and production and execution of their gala celebration

 Venue: The Hotel Allegro, Chicago, IL

 Theme: L’Oréal’s version of America’s Got Talent: Skinceuticals’ Got Talent

Biggest Challenge: Not one, but two next level room transitions. All aspects of this meeting took place in the same ballroom and pre-function space; this meant in order to keep the design fresh and interesting throughout the weekend long program, we needed to get creative with our transition timelines. Following night one’s cocktail hour, RGI and our incredible vendor team tackled an overnight build to get the space ready for two full days of programming. On the last day, we had just two and a half hours to once again transform the space from general session to celebratory gala complete with a replica of the America’s Got Talent stage and set. We may have felt the pressure at times but thanks to careful planning and an all-hands-on-deck attitude we got the job done in our signature style.

 RGI’s Favorite Creation: In the hotel’s pre-function space, we set up four unique, custom social activations, one of which we dubbed the “Market Wall”. This 10’x10’ structure functioned as our photo op and video backdrop. Not only was the wall beautifully decked out with fruits and florals, the wall was a visual representation of the all-natural ingredients in L’Oréal’s marquee products. The hallmark characteristics of L’Oréal’s skincare line is botanic properties and formulas backed by science. When we embark on our design process, our client’s event goal is always top of mind. How can we visually represent the message our client wants to impart on their guests? This Market Wall hit the mark.

For the past several years, RGI has enjoyed a multi-year creative partnership with L’Oreal USA. Through this partnership we have been lucky enough to produce some show stopping event with the L’Oreal event team. Their sub-brand – Skinceuticals – is a leader in the skincare world, creating revolutionary products to improve skin health with formulas backed by science.

Last July we were brought on board to strategically infuse the brand’s identity into their national sales meeting. The 2019 meeting was held over three days in Chicago’s deco-chic The Hotel Allegro. Sales reps from across the country convened to demo new products, explore the latest in skincare innovation, evaluate the past year’s performance, and strategize for the upcoming year’s goals, sales tactics and target markets. After two packed days of general session content, the weekend capped off with a fun-filled gala to celebrate and thank their sales teams’ successes and continued dedication. 

We love working with a client who has complete confidence in our ability to bring their brand to life, yet after working with L’Oréal for several years, each new event is a challenge to top the last production.

…Luckily RGI thrives on a challenge.

We were charged with designing their general session stage scenic, conceptualizing four unique pre-function area activations, and producing their gala.

To set the mood for a momentous weekend, guests were treated to a welcome cocktail party on opening night. Cocktails took place in the same space the general sessions would occur the next day. This meant the pre-function and general session build could not commence until guests had departed from cocktails…and needed to be ready before they arrived back for breakfast the following morning. Starting at 7 pm we broke down cocktails and by 5 am an entirely new scene had been erected overnight.

In the pre-function space, we built custom social activation stations, all intended to inform guests on the latest products and science behind the formulas, reinforce brand messaging, and appeal to social media through creative and engaging visual design.

The first of four activations featured a pop-up vanity counter dedicated to one of Skinceuticals’ skincare-oriented make up line. Here, sales leads gave product demonstrations and guests could take product samples with them to test out the skincare they’d be selling throughout the coming year.

We drew inspiration from The Hotel Allergro’s art deco architecture for our second activation: a clawfoot bathtub. Attendees were encouraged to take a dip in the tub – filled with “bubbles” (aka 2,000 plastic balls) and have their picture taken with new product samples.

The third activation was dubbed the “Shelf-ie Station”. Here guests found a branded make up counter filled with shelves artfully displaying products and a counter where leaders of the national sales team illustrated product demonstrations.

Our fourth (and favorite!) install of the weekend was the “Market Wall”: a 10x10 photo backdrop overflowing with oranges, peach English roses, apple blossoms, green apples, and farmers crates. While this display made a gorgeous visual, our designs are always intentional. The botanic adornments gave nod to the natural ingredients found in Skinceuticals’ marquee products.

After guests had their fill of product meetings, sales recaps and strategic planning, the weekend capped off another successful sales year with a cheeky play on America’s Got Talent: a Skinceuticals’ Got Talent themed gala. Before guests settled down to dinner, another challenging room flip ensued. This time we had just two and a half hours to completely breakdown the general session stage and build a custom replica of the America’s Got Talent set, judges booths and giant X’s included.

The production was a high octane show from the start. In Tyra Bank’s stead as hostess extraordinaire, we recruited the fabulous Shea Couleé: Chicago native, renowned drag performer, and fan favorite on Rue Paul’s Drag Race. As the main event, sales teams were tasked with collaborating on and performing a sketch, judged by Skinceuticals execs seated in directors’ chairs, welding buzzers for the larger than life X’s lining the stage. At the end of the sketch hour, Couleé gave a show stopping performance and helped collaborate with the judges to crown a winner.

High end event production is so much more than juggling logistics behind the scenes – it requires creativity, ingenuity and living your client’s brand. For L’Oréal and the Skinceuticals team, capturing the spirit of their brand in a tangible, dynamic way is always a priority – and always why they entrust their brand to RGI.

Bringing a brand to life is our signature move. We consider it a true honor to work along side the amazing event team at L’Oreal USA Skinceuticals to bring their creative vision to life.