To host an event with selected high-profile UK social media influencers, to experience the new range of L’Oréal Men Expert skincare products. Influencers to produce high-quality, engaging pieces of content, communicate the brand message and build relationships with their followers drawing on the entire event experience.
L’Oréal Men Expert skincare targeted sporty young men. Given that the product range contained mountain water and the influencer guests were all keen snowboarders, it made sense for the event to be set in a ski resort.
Verbier, the main ski resort in Switzerland’s 4 Vallées was chosen for its scenic location, exciting terrain, high-end restaurants and vibrant nightlife. A magnet for youthful, active types, this destination was also bang on-brand for L’Oréal Men Expert.
Fortuitously, Verbier also happened to be the hometown of seven times world snowboard cross champion Xavier De Le Rue, who we were excited to include in the itinerary.
Xavier De Le Rue teaching the influencers how to jump, then demonstrating mind-blowing stunts on a snowboard cross. The Snow Park was privatised and overtly branded with L’Oréal products and signage.
We were delighted to host celebrity influencer guests Jim Chapman, John Chapman, Ian Haste and Marcus Butler to experience core L’Oréal Men Expert immersion, together with the thrills of mountain life in the Swiss Alps. The social media royalty was transferred by helicopter into the mountains for equipment fitting followed by a beautiful lunch at Chalet Blanc. After an afternoon skiing, we checked our guests into the luxurious W Verbier for the product showcase in the prestigious Wow Suite. Supper at Brasserie V followed by a private table at Le Farinet topped off day 1! Day 2 was action-packed with skiing, parapenting and sponsored Pro Rider Snow Park challenges, with highly charged après-ski. A delightful supper, guided sledging decent and post-dinner drinks at the hotel was the perfect final evening. What a brilliant bunch of lads and a memorable one for Ten80!