Product Launch for Cara Delevingne’s new MAC makeup range.

1. Product Launch for Cara Delevingne’s new MAC makeup range.

2. Index

3. Prestigious events for prestigious people We are an events management company that seeks to exceed expectations and provide prestigious eve nts. With 15 years of experience we are able to provide clients with expertise in organising events. Caviar Events are based in Central London, holding a variety of events, for example: Parties, fashion a variety of events, for example: Parties, fashion shows, evening dinners and product launch parties. product launch parties. With a list of the right contacts we are able to deliver With a list of the right contacts we are able to deliver our events at a negotiable price to suit our clients our events at a negotiable price to suit our clients needs. needs.

6. Event Description Aim: To organize and execute an event within the make-up industry that will promote upcoming model Cara Delavigne’s new make-up line and has the potential to become a success. Objectives: • to promote a new product • Create contacts for Cara Delavigne in the industry • To host a successful event to increase popularity of products We are hosting a product launch for the make-up brand ‘Delavigne’ by Cara Delavigne for MAC. The purpose of the event is to introduce a new make-up product line to the members of the public and to fashion industry professionals. The launch will take place on the 31st of May 2013, 7:30pm at the club called ‘Vanilla’ in London. There will be 50 tickets available for public members, which will cost £160 each. The target audience for public members is people, who are interested in fashion and make-up overall. Tickets will be available for people aged 18+. Guests from fashion industry will get invitations to the launch, thus they will not have to pay for this event. The event will consist of a fashion show, where different looks will be presented, a make-over session, where people will get a possibility to try various looks. There will also be a giveaway of goody bags, including the mini samples of new product line. The launch will give an opportunity for public members and industry professionals to sample and buy the product that is not on sale yet. People will also get a possibility communicate, make new contacts and just spend a Friday evening in a luxury and entertaining environment.

10. Individual Contribution to the event launch Leanna Edwards contributed to our product launch by means of being a team leader and motivator ensuring that we all completed our individual roles to the best of our abilities. Leanna was in charge of finding a suitable venue, creating a Gantt chart, work breakdown sheet, logistics of the event as well as an action plan to work to. She attended all of the production days and contributed to the budget, branding and risk assessment for the event. Zoe Coles worked on the advertising and PR for the product launch. She created an invite and ticket for the event and helped work on advertising methods. Zoe made a document on ways to get to the event and transport, as well as a DJ set list and the type of music we would play at the event. Zoe worked on the branding, budget and risk assessment for the event along with all the other group members and attended each production day. Allyson Loots also worked on the PR and advertising of the product launch. She created a press release as well as the distribution list to go along with that. Allyson decided who would be invited to the event and worked on ways of advertising the tickets and a timeline for when we would start to advertise. Allyson created a document of an A to E plan for possible ways of evaluating the event and assessed and recorded everyone’s individual roles and efforts. She was a part of the branding, risk assessments and budgeting of the event and also attended all the production days. Greta Brigmanaite contributed to the group project by helping create a minute by minute plan for the evening; she did a format programme with Olivia as well as conducting the audience demographics. Greta also contributed to the risk assessment, budgeting and branding of the event. She attended all of the production days with the other members of the group. Olivia Brown-Wallace contributed to the product launch by creating the format and programmes. She worked with Greta in creating a minute by minute run through of the event. She also made sure we had a contingency plan for the evening in order for it to run smoothly and got our starting drinks and snack menu together. She too contributed to the budgeting, risk assessment, and branding of the event and attended all the production days. AmmaOteng-Anane helped find the suitable venue for the product launch and went through several other venues as part of an elimination process. She created a SWAT analysis for the event which would come in handy in the evaluation of the product launch. Amma contributed to the budgeting, risk assessment and branding of the event and forming the event ideas. She too attended all of the production days. YasminBenalla conducted all the research for the product launch. She provided the research of our company as well as the research of our client. She formed this background research as a presentation which we have added to our launch proposal. She created our logo and did the legal and ethical issues of the product launch too. Yasmin contributed to the budgeting, risk assessment and branding of the event and attended all of the production days with the group.

11. Tickets and Invites

12. Tickets and Invites

13. Format/Programme for ‘Changing Faces’ Make-up Launch We are hosting a product launch event, named, ‘Changing Faces’ for a new MAC make-up range by Cara Delavigne called ‘Delavigne’. The event will take place at ‘Vanilla’ in London. This launch will be held by a prestigious events’ organisation named ‘Caviar Events’. The ‘Changing Faces’ is to be hosted on Friday 31ST of May 2013. The date and time for the event had been selected due to the convenience of the season as in summer there will be no disruptions such as heavy snow fall. Therefore, hosts of the event will show up on schedule. In addition, the date will be convenient as summer compliments the theming of the product line. The start of the event will be at 7.30pm and ending at 11pm. We chose this specific time because fashion events are usually held in the evening which makes them appear more glamorous and exciting. Furthermore, we selected this time because it is the start of the weekend and guests are more likely to attend the event.

14. Schedule of the Event: • 7.30pm – 8.00pm – the time is dedicated for guests to arrive and gather in the venue. There will be waiters providing guests with refreshments. A DJ will be playing in the background. People will have their time to talk, converse and get to know each other. • 8.00pm – 8.45pm – the catwalk show will take place, where different make-up looks will be showcased. Professional make-up artists will demonstrate how the looks are made with opportunity for guests to ask questions based on the looks and the products that are used. • 8.45pm – 10.15pm – an opportunity for guests to take a closer look at the make-up range. There will be stands provided for guests to sample the products and to receive makeovers from professional make-up artists and beauticians. New products will be available for purchase at this time. • 10.15pm – 10.45pm – the official product launch with opportunity for journalists to interview Cara Delavigne – the official face of the product line. Guests will be offered champagne at this time. • 10.45pm – 11.00pm – the official closing of the event. Guest will be given goodie bags including small samples of the new products showcased at the launch.

15. LOGISITICS – The setup schedule for the event

16. Advertising, Marketing and the press • Ways to advertise our product launch event: • Social networking sites: Facebook, twitter and instagram advertising our 50 public tickets • Fashion and beauty magazines: to advertise 50 public tickets • Broadcasting media: Radio stations to advertise 50 tickets • Press release: sent to magazines, newspapers, editors • Posters and leaflets distributed: for the 50 ticket holders to be attracted • We would begin our initial advertising from the end of March. According to our Gantt chart delivery of leaflets tickets and posters begins from the 29th March. The event will go live on Facebook on the 27th March and on the same day radio advert production will begin. Nearer to the event around the 19th April we will need to push sales of tickets and push our advertising methods in order to reach our suggested 50 members of the public.

17. Press Release CARA DELEVINGNE TO LAUNCH NEW MAKEUP RANGE By Allyson Loots Birmingham 8th march 2013, FOR IMMIEDIATE RELEASE Super model Cara Delevingne in association with Caviar Events plan to launch her new ‘Changing Faces’ MAC makeup range for woman 16 to 35. The product launch will take place in one of London’s hottest venues, Vanilla. The party on the 31st may 2013 will showcase Cara Delevingne’s talents and new makeup range, allowing a small number of the public to mix in with the rich and fabulous. The Launch includes a Champaign and canapés reception followed by a fashion runway show, ‘changing faces’ makeovers done by some of the industries finest makeup artists, as well as giveaways and samples. Caviar Events plans to entertain 150 elite guests from 7.30 till 11pm. There are only 50 tickets limited to members of the public keeping the launch intimate and personal for those truly inspired by Cara and her many talents. Lookout for further information regarding ticket sales, prices and details of the Product Launch

18. Distribution List for Press Release • Cara and her private guest list • Founders of MAC • MAC advertisers • 50 public tickets holders • Models • Makeup Artists • Photographers • Members of the press

21. Menu- For the entrance and start to our Product Launch Fish Smoked Salmon mousse croustade and confit lemon Mini king crab Caesar salad and avruga caviar Mini tuna nicoise salad Thai asparagus, crab and avocado basket with tom yum jelly Salted cod and thyme cake with garlic mayo Meat Spicy chorizo samosa with guacamole Mini beef filet, beurre maître d’hotel Chicken teriyaki skewers Foie gras, rhubarb cutney, toasted brioche Orange glazed duck breast, fennel fondue spoon Vegetarian Mixed mushroom tart with black truffle and hollandaise sauc Mini Greek salad Black olive, pesto and fondu tomato basket Cherry tomato and bocconcini tartlet Spinach and mozzarella deep fried ravioli

22. Drinks and Refreshments Wine Sparkling Wine Prosecco Brut, Santa Eleni, Italy NV Champagne Tattinger Brut, NV Bollinger Special Cuvee Brut, NV Cristal Louis Roederer, 2004 Champagne Magnum Dom Perignon, 2002, 150cl Tattinger Brut, NV, 150cl Champagne Rose Laurent Perrier Brut, NV Fortified Wine Graham’s Tawny Port, 10 years, Portugal, 75cl Rose Wine Bergerie de la Bastide, Vin de pays de la mediterrane, Grenache, 2011

24. Contingency Plans With any major event, it is essential that contingency plans are enforced by the event’s organiser. This is so if an unexpected or disruptive event arises, effective action can be taken to ensure the continuation of the main event. With the project launch, of ‘Changing Events’, for ‘Delavigne’ the MAC make-up range by Cara Delavigne, taking place on the 31st May 2013 at the club ‘Vanilla’, we developed a contingency plan based on the programme of the launch. The contingency plan includes what will happen happens if the VIP’s fail to arrive on time, if the event staff goes missing, if any injuries or accidents occur, or if any breakages or losses occur. With reference to if the VIP’s fail to arrive on time, the event organiser will instruct the staff on shift to continue the launch rather than delay the event to avoid over running on the schedule. In addition, the events organiser will appoint members in the management team who would step up and apologise to the guests who have already arrived for any delays, via an announcement.

25. Contingencies Continued If any of the events staff goes missing from their station, for example this may include reasons such as treating an injury, taking toilet or refreshment breaks or treating an injury that has occurred on site, there will be a member of the events team assigned the role of ‘Troubleshooter’. Their job will include looking for any of the aforementioned problems during the event. In addition, before the event has taken place, there will be an extra number of staff employed as ‘spares’ which will be used if they are required for contingency. With reference to whether if any accidents or injuries occur at the event, first aid will be available and qualified medical staff will be in attendance all through the duration of the launch event. This to ensure quick and efficient responses should an accident or injury occurs. Similar to what will be enforced if a member of the events staff goes missing, extra staff will be on site, so if one person requires emergency treatment for example, this will not impact the running of the event as a whole. Moreover, entrances to the event will be available at all times to the emergency personnel. In addition, all event staff will be trained beforehand with basic first aid training to ensure that they know what to do if an unexpected event occurs. If any breakages or losses occur with reference to the electrical and lighting and food supplies, spares and back-up systems will be on hand and the ‘Troubleshooter’ will detect these problems as soon as possible. In addition, there will be extra supplies on site in the case of an emergency.

26. Risk assessment for Product Launch Event

28. SWOT Analysis

30. Budgeting and Cost Analysis Pre-Production Costs Setting up staff wages – Lighting technicians – 5 at £250 per day for 2 days. £2500 Sound technicians – 3 at £200 per day for 2 days. £1200 On Site Costs Equipment and Staging for Runway Set & staging Supplied by Venue Tables and chairs Lighting Includes all control, dimming & cabling, 12. uplighters to set panels gelled in colour, specialist lighting - £700 Sound DJ booth and speakers - Supplied by Venue Set and decks, microphones – £1050 Video and Plasma screens - £700 Projectors – £500 Total Equipment £6650.00

31. Cost Analysis continued… Staff Event Producer – £1,500.00 Event Manager – £1,200.00 Lighting engineer - 2 days at £350 £700.00 Technical Manager – 2 days £400 £800.00 Sound Engineer - 2 days at £350 £700.00 Catering Staff - 15 at £12ph for 10 hours £1800.00 Bar tenders 10 at £10ph for 6 hours £600.00 Waiters - 20 at £10ph for 6 hours £1200.00 Security – 10 at £15ph for 6 hours £900.00 Front of House Staff – 3 at £15ph for 6 hours £270.00 Total Staff £9670.00

32. Cost analysis continued… Misc. Insurance - £2000.00 Grand Total - £18320.00 Possible Upgrades 2 x Event Assistants – 3 days @ £350 £2,100.00 Keypad voting system, for two day hire, with 250 keypads, all formatting & programming of presentation and technician. £4,367.00 Transfers if required (please see original proposal). Guy Browning for 2nd day performance £2,700.00 Video and On site Edit On site Editor 1 days @ £350 £700.00 Editing suite equipment (on site) for 2 days £600.00 Post Event edit allowance of a 3 days @ £750 per day £2,250.00

33. Cost Analysis Continued… Set Upgrade Full width star cloth and sails with 2 x data projectors to place logos on sails, plus extra lighting (please note this cost is extra to the exciting set and lighting costs). £1,400.00 Not full width (just 10 meters wide) star cloth and sails with 2 x data projectors to place logos on sails, plus extra lighting (please note this cost is extra to the exciting set and lighting costs). £1,100.00 Full width of room sails (no star cloth) with 2 x data projectors to place logos on sails, plus extra lighting (please note this cost is extra to the exciting set and lighting costs). £1,200.00 Please note that all costs are exclusive of UK VAT where applicable and are estimates subject to final confirmation. This estimate is subject THE COMPANY’S full terms & conditions a copy of which is available on request and is quoted exclusive of accommodation, travel and subsistence which will be added at cost where necessary.

34. The A to E evaluation of our event. Once our event has run and is over we would like to know what exactly people thought of the launch. Having a variety of views will be a good way of evaluating the product launch, however, another way we ourselves as the organisers could evaluate the event is to go through the A to E sequence. A- Audience (how the people express their enjoyment of the event, crowd control, expressions, actions, participation) B- Behaviour (do the audience behave in a manner suiting the style of the event, crowd control, no issues to do with the guests) C- Content (what was being delivered to the guests, was it of a high standard and quality, was the content entertaining) D- Delivery ( was everything timed and kept to schedule, was everything delivered the times we had promised) E- Evaluation ( overall thoughts of the above for the event) We would hope that our audience was satisfied and that we would be able to tell this by their behaviour. As we are hosting an elegant and prestigious event we would hope their behaviour and attitude would suit this type of event. We hope that our content will be outstanding, that our shows, makeup artists and evening is of the highest possible standard suiting our celebrity and special guests. The content should all suit the MAC makeup theme ensuring that Cara’s launch is extremely successful. We should think that our content will be delivered as per our strict time schedule, this will keep the event running accordingly and smoothly without having to rush through the launch or have plenty of time over, as this would irritate our guests. To form our overall evaluation we could ask guests how they felt the event went. We could watch twitter, Facebook feeds and comments for feedback after the event. We could monitor the evening based on the A to E criteria too.