Setting the tone for the coming year, Benefit Cosmetics brought managers from around the world to discuss upcoming challenges and organizational goals at their GM Conference. Benefit Cosmetics retained DPEM to ideate and execute a ’70s themed after-party that highlighted the brand’s San Francisco heritage, and gave guests an opportunity to relax and reconnect.
The retreat took place at Solage in Calistoga, where guests could indulge in “destination luxury” and escape the noise of the city to focus on their path to $2 Billion and discuss key themes of “Brow Domination.” In an effort to celebrate the past 40 years’ successes and honor the brand’s origins, the space was transformed into a ‘70s time capsule complete with a VW van photo booth, a LED dance floor, and themed décor like bean bags and lava lamps.
DPEM handled creative concepting, venue management, décor, activations, entertainment, and on-site logistics of the party so that the Benefit team could focus on the content of the conference. The event’s success led to a similar celebration for their Marketing Department the following quarter.
All photography provided by Gamma Nine.