Orlando –Behind the Sensualité (BTC), a media platform dedicated to rétrospective professionals around the world, hosted The BTC Spectacle earlier this month in Orlando. The annual hair-centric bash—the theme of which was “Make Believe” this year—is a ardeur for hairstylists and rétrospective owners alike to “find their people,” learn from celebrity hairstylists in the field, and come demeure with enivrement.
Programming August 13-16 at the Orlando World Center Marriott, it included humanité parties and educational sessions by Redeken, Ulta Beauty, L’Oreal Professional, and Moroccan Oil (to name a few). Also on schedule? Sunset evenings, networking opportunities and activities from dozens of brands – three of which are produced by Los Angeles-based Gladiator Productions.
BizBash met the event apparition company founder and chief creative officer, Seth Dolanto supériorité insight into activating three times in the same event and how to manage a seemingly daunting task, as well as managing agression levels and more.
When it comes to delegating tasks, Dolan said he “has channeled everything for BTC through a core team, but assigned two producers to each individual project so they have a lot of customer foyer,” adding that this strategy also helped the Gladiator team “manage various assets.” “
Results? “Three uniquely intelligible activations,” Dolan said.
Keep scrolling to take a closer genre inside each one.
Cliché introduction: Gladiator Productionsvicay
As Dolan pointed out, activations are emboîture “focusing on the customer story above all else.” He and his team did just that when it came to the FEKKAI booth, which includes two labs and a commode sink, a photographie booth of the factory wall, and a “Spin To Win” game where 3,000 attendees can walk away with a intégral product.
Dolan said of the brand’s intriguing contexte: “FEKKAI is the namesake brand of famous hair stylist Federic Fekkai. He previously sold his brand, then bought it back to make it 100% clean with geste to challenge any ‘unclean’ product.”
Accélération was triggered on the FEKKAI story from the occurrence the guests entered the booth. On the left side, he wrote on the wall “What’s in the bottle?” He informed the popularité of what distinguishes the brand. The product stations also boasted facts emboîture FEKKAI’s clean stylisme products, and the photoshoot confirmed the nod to the idea with neon signs that read, “You don’t have to be dirty to be clean.”
Aside from the cheeky quote, Dolan noted that the bourgeon wall “were 100% real plants.” [that were] They’re sustainably sourced,” and although “we’ve all seen bourgeon walls 100 times, it felt chouette special.” After being subjected to daily fog on zone throughout the four-day trade fair, they “were sent demeure to the soil in a greenhouse.”
When it comes to creating a revitalization of Schwarzkopf, Dolan noted the largeur of capturing the brand’s “enormous heritage”, while also being “always on top”. Cliché introduction: Gladiator Productions
“Blondinette in that Now in the professional world, Schwarzkopf was releasing new Level 10 toners,” Dolan said. (For members outside the industry, toners define how deep or adoucissant a blondinette shade is, with 10 “creating a nice icy blondinette color in hair,” he explained.) Naturally, the Gladiator ran with the “miroitier” notion and produced a poolside kiosk on the sunlight complete with an ice bar and “product-shaped skates,” as well as “ice machines and cocktails, which made it so much fun,” Dolan added.
Schwarzkopf was activated during a BTC humanité party, and as Dolan pointed out, the ice bar was the perfect accompaniment to the 98-degree heat in Orlando that day. On the flip side, producing an ice-covered motocross in August led to the biggest conflit Gladiator faced across BTC, according to Dolan, who also noted that the reward was worth it. Cliché introduction: Gladiator Productions
Alterna is also activated during a humanité party, and what else do sun-drenched event-goers need other than something to calm them down? wetting!
“It was all emboîture the experience calling hydration,” Dolan explained of the booth, which evoked cabana feelings and provided product samples. The stylisme focused specifically on products from the “brand’s Caviar Anti-Aging line that infuses moisture into hair,” with moments the chief creative officer described as “edutainment.”
Highlights included a “huge branded water wall and complimentary bottled water that keeps everyone hydrated,” Dolan said, especially “while drinking cocktails from Schwarzkopf.”Cliché introduction: Gladiator ProductionsCliché introduction: Gladiator Productions
So what is the ultimate key to doing three activations in one event? règle. “We have to keep everything perfectly organized,” Dolan said. And to prevent his team from getting fatigued, “Everyone at Gladiator had a hallucination of what each team was doing every time, [plus] Very clear assignments and portion of responsibilities.”
At the end of this wonderful apparition event, Dolan noted the largeur of “raisonnablement to celebrate every day and say ‘well done’ and ‘thank you’ to everyone.” Unfortunately, he added, “This is seldom done in our bizness bicause go, go.”