Unilever BPC Scale 2025

Event Overview:

Partnering with Unilever’s PR agency, UEG produced Scale Sedona, a four-day immersive experience designed to elevate the perception of Unilever’s Personal Care and Wellbeing portfolio among top editors and influencers in the beauty and grooming space. Set against the striking backdrop of Sedona, Arizona, the program hosted 55 editors from leading publications—including Vogue, Allure, and People—alongside 25 Unilever brand representatives.

The annual experience showcases innovations across Unilever’s portfolio—spanning Dove, Degree, Vaseline, Axe, SheaMoisture, Nexxus, and TRESemmé—through immersive programming that blends editorial engagement, cultural exploration, and purpose-driven storytelling. Each year’s destination serves as a living extension of the brand’s values, weaving together premium meals, masterclasses, bespoke brand activations, VIP appearances, and philanthropic initiatives to inform, inspire, and connect.

Approach:

Produced biannually for over six years, Scale has evolved into a cornerstone of Unilever’s thought-leadership platform. Each iteration is concepted and designed from scratch—driven by cultural insights, beauty trends, and the brand’s global innovation narrative.

The Sedona edition channeled the energy of the desert into a chic, wellness-inspired experience, pairing intimate editorial programming with bold creative moments. Highlights included stargazing dinners under the Sedona sky, influencer-led excursions, and the signature Unilever salon, where celebrity stylists offered treatments and styling sessions across Unilever’s haircare brands. Every touchpoint—from gifting to décor—reflected the natural beauty and spirit of Sedona while reinforcing Unilever’s forward-thinking approach to beauty, sustainability, and wellbeing.

Key Responsibilities:

• Executive Producer — Oversaw all phases of production, from strategic planning through on-site execution and post-event reporting.
• Budget Lead — Managed a multi-million-dollar budget, ensuring operational excellence and brand alignment while maintaining quality across all deliverables.
• Contracting & Procurement — Conducted site visits and secured venues, vendors, and experiences aligned with Unilever’s creative and experiential vision.
• Program Development — Curated masterclasses, entertainment, and excursions that balanced editorial relevance with brand storytelling.
• Onsite Lead — Directed guest experience, production flow, and cross-functional teams across multiple venues to deliver seamless execution.
• Creative Oversight — Ensured all activations and brand touchpoints aligned with Unilever’s identity, innovation focus, and purpose-driven messaging.

Impact:

• Strengthened relationships with top-tier editors and influencers across beauty, grooming, and lifestyle.
• Positioned Unilever as a leader in innovation and purpose-driven storytelling through high-touch, experiential engagement.
• Delivered measurable year-over-year growth in earned media impressions and social amplification.
• Cemented Scale as the flagship platform within Unilever’s personal care communications strategy.