The Gloss Room

Event Synopsis:

In April 2025, TRESemmé unveiled The Gloss Room — the official launch experience for the brand’s new Lamellar Collection — transforming Studio 525 in New York City into the ultimate Girls’ Night Out. Designed as a multi-sensory journey through every iconic chapter of a night with your best friends, the experience celebrated confidence, beauty, and connection through moments of sparkle and storytelling.

From “Girl Dinner” and “Happy Hour” to the “3AM Club Bathroom Moment” and the “Morning-After Gossip Debrief,” guests explored a vibrant sequence of immersive vignettes that merged product discovery with highly shareable experiences. Concepted, designed, and executed in just four weeks, the event brought TRESemmé’s signature gloss to life through editorial design, tactile details, and playful interactivity — complete with custom tattoo dispensers, tarot readings, The Self Portrait Project photo booth, and the 1-800-Gloss Hotline.

Master stylist Koni Bennett and the Vanity Boutique team offered on-site styling sessions, while guests sipped custom cocktails and sampled dishes featuring the TRESemmé Gloss Sauce. The night culminated in a 16-foot grazing table, aerial performances with projection mapping, a gold chrome Lamborghini centerpiece, and a custom scent experience by Hotel Lobby NYC. With over 75 top editors and influencers — including Paige DeSorbo of Summer House — the evening closed with luxury gift bags featuring TRESemmé’s new Lamellar Collection alongside products from Fjor, LiquidIV, Tower28, Bonbon, Emi Jay, 4AM Skincare, and Hotel Lobby NYC.

Highlights:

• Immersive, Multi-Sensory Design inspired by the stages of a Girls’ Night Out
• Celebrity Styling Sessions by Koni Bennett and the Vanity Boutique team
• Editorial Photo Moments including The Self Portrait Project and 1-800-Gloss Hotline
• Aerial Performances & Projection Mapping delivering cinematic brand storytelling
• Custom Culinary Program featuring the signature TRESemmé Gloss Sauce and 16-ft grazing table
• Branded Activations such as tarot readings, tattoo dispensers, and a Brooklyn Charm bracelet bar
• Luxury Gifting curated with premium beauty and lifestyle partners
• Conceived and Executed in Four Weeks, showcasing precision, agility, and creative excellence

Key Responsibilities:

• Event Lead: Directed end-to-end concept development, production, and on-site execution.
• Client Leadership: Managed all communications, strategy alignment, and brand approvals.
• Production Oversight: Supervised event flow, vendor management, and operational logistics.
• Budget Management: Owned full event budget, contracting, and insurance.
• Brand Partnerships: Negotiated and integrated partner collaborations across gifting and experiential touchpoints.
• Entertainment & Talent: Produced live performances and oversaw celebrity and VIP hospitality.
• Operational Leadership: Led cross-agency coordination to ensure seamless delivery across all experience layers.