“turning the world of beauty on its head”
net-a-porter engaged ceft and company to assist in their anniversary event for net-a-beauty, NAP’s beauty division that features meticulously curated cosmetics and fragrances exclusively available at net-a-porter.
on the left: CEO of luxury fragrance brand kilian, elisabeth noel jones, and on the right: beauty director of american vogue, sarah brown, with net-a-porter vice president, david olson.
for the event (which you can see here) ceft and company proposed, and built, an upside-down room at the venue. the guests were asked to help NAP in “turning the world of beauty on its head” by taking a photograph of themselves, upside down, and sharing the results on their social media.
on the left: eric from ink361, and on the right: client and founder of six one agency, kilee hughes.
the question was; “that’s great fun but would serious editors at vogue and harper’s do this?” or is this left to young bloggers at the event? well, one of the first to post the picture on her instagram was vogue’s very own beauty director, sarah brown. and here’s what style.com – vogues digital site – wrote about the event.
on the left: fashion bomb daily, and on the right: beauty director of american vogue, sarah brown, with net-a-porter vice president, david olson.
on the left: carlos soares moreira from glossybox, and on the right: marketing director of mr. porter, carlos rivera-anaya, and team.
on the left: phillip picardi from teen vogue, and on the right: co-founder of clover letter,
liza darwin.
on the left: makeup artist, joanna simkim, and on the right: CEO, beauty editor, and brand management of glossybox.
on the left: founder of mama glow, latham thomas, and on the right: founder of nitro:licious.
on the left: huffington post beauty team, and on the right: beauty director of popsugar beauty, lauren levinson.
on the left: annie atkinson from shesintheglow, and on the right: estelledarlings.
on the left: editorial director of glitter guide, caitlin moran, and on the right: editor of byrdie beauty, mandy moore.
on the left: ceft and company co-founder and executive creative director, ucef hanjani, with publicist, kilee hughes, and on the right: model, melinda elvenes.
on the left: co-president of the outnet, andres sosa, and on the right: founder of one management, scott lipps.
the results were an unexpected 13,000,000 impression within just 3 days of the event, and this was not accounting any press articles, not to mention that this accounts for only the posts tagged with the “suggested” #netabeauty hashtag, which not everybody followed. view all work related to this project.
