When P&G Beauty acquired the Frédéric Fekkai hair care brand in 2008, the message was luxury, luxury, luxury. Nothing about the high-end products would change, and the hairstylist to the stars was happy to say so.
Frédéric has a 150-acre farm 80 miles north of New York City that epitomizes the tasteful balance of style and ease that the brand wanted to convey. What better way to illustrate that than hosting a lawn party there in lavish style?
Helicopters were chartered and editors were whisked from New York City to the north field of his estate. There, maharaja style tents layered with oriental carpets welcomed the guests for a Provençal-inspired dinner, hosted by Frédéric himself.