How do you launch a beauty range for an older skin type in the written press? Pure went for a genuine approuch through age-relevant ambassadors who revealed their beauty secrets during a lunch. We went for French-Belgian singer Victor Lazlo (58) and Flemish actresses Gilda De Bal (68) and Leah Thys (73). The welcomed the invited press like old friends into a homely setting where they shared what beauty is to them over an intimate lunch. A lunch prepared by Icelandic-Belgian celebrity chef Dagny Ros Asmundsdottir (48) who also shared how food influences skin and skincare.
The goal of the event was not to promote the product as is but to share how real women feel and talk about skincare at a certain age. Therefore linking the relevant products with the insights learned from the ambassadors.