American Marketer


Guerlain appeals to flower fans through Orchid Evenings

March 13, 2015

Guerlain Orchidee Imperiale Guerlain Orchidee Imperiale


Beauty marketer Guerlain is teaming up with the New York Botanical Garden on its Orchid Evenings to promote its line centered on the flower.

Held every Saturday between March 7 and April 18, Orchid Evenings is publicized as a “romantic date destination,” with dining, live entertainment and cocktails. This event will help Guerlain reach floral lovers who would likely be interested in its Orchidée Impériale.

Flower power
Held during The Orchid Show, the nighttime events enable consumers to view the thousands of flowers with the added benefit of additional activities.

While walking among the flowers, consumers can stop to get a makeup touchup by a Guerlain artist or sip a cocktail inspired by the brand’s Orchidée Impériale skincare.

Guerlain Orchid Evenings Facebook

Facebook post from Guerlain

A live band will perform, and consumers can also have a meal at The Pine Tree Café.

Tickets are $25 for New York Botanical Garden members, and $35 for non-members.

In addition to the Saturdays will be an LGBT night Thursday, March 19. The event will also run Friday, April 17, just before the Orchid Evenings end.

Guerlain is a sponsor of the show, and is also hosting a contest, in which consumers can text NYBG OrchidGuerlain to a number daily to enter to win different prizes. One grand prize contains the Orchidée Impériale trilogy as well as the Orchidée Impériale cleansing foam, toner and UV beauty protector, valued at $1,500.

A separate contest asks consumers to visit the brand's rare orchid display at the show and post to Instagram for a chance at a couple's retreat to the Waldorf Astoria's Guerlain Spa.

NYBG The Orchid Show

The Orchid Show

Flower shows offer brands a way to engage with consumers via nature.

Both Fortnum & Mason and Harrods are participating in the RHS Chelsea Flower Show in London to create an immersive branded experience outside of the store.

At the show, Harrods will unveil its first conceptual garden, created in partnership with designer Sheena Seeks. Through the medium of flowers, Harrods celebrates perfume’s collision of nature and science (see story).