Pureology Love Luster Influencer Launch Intimate Dinner Experience

Client

Services

TL;DR

To launch Love Luster, Pureology’s new hydrating hair fragrance, Sundae Creative designed an intimate influencer dinner at LYLA Toronto that blended sensorial storytelling, curated hospitality, and personalized creative activations. The experience brought together top beauty and lifestyle creators for an evening focused on emotional brand connection and organic content creation. The event delivered strong performance across both relationship-building and measurable reach. Attendance reached 27 influencers (90% of target), while social coverage generated 158 pieces of content and an estimated 20.2M impressions, significantly surpassing the original 374K goal. Guests remained engaged beyond the scheduled event window, reflecting the strength of the experience and the brand affinity it created. Challenge: Introduce a new product through a premium yet authentic creator experience. Solution: Design an intimate, highly shareable dinner blending art, atmosphere, and product discovery.

Pureology Love Luster Influencer Launch Intimate Dinner Experience

Client

Services

TL;DR

Overview

Pureology, a professional haircare brand known for its high-performance, sulfate-free formulas, launched Love Luster, a hydrating hair fragrance designed to deliver both sensorial appeal and haircare benefits. To support the launch, the brand sought an influencer-led experience that would generate strong social storytelling while deepening relationships with key creators. Sundae Creative developed a premium influencer dinner concept in Toronto, designed to immerse guests in the Love Luster world through an elevated environment, curated culinary moments, and interactive brand touchpoints. The goal was to create authentic product discovery opportunities while encouraging organic content creation that felt natural, emotional, and aligned with Pureology’s brand values. The activation prioritized intimacy, storytelling, and experiential details to ensure meaningful engagement both during the event and across social platforms afterward.

Challenge

Launching a new product in the competitive beauty and haircare space requires more than visibility, it demands emotional resonance, creator advocacy, and authentic storytelling. Pureology needed to introduce Love Luster in a way that would feel premium and sensorial, while also encouraging influencers to genuinely connect with the product and share their experiences organically.

Timing presented additional complexity. The event took place during winter conditions, increasing the risk of weather-related delays, cancellations, and attendance fluctuations. Influencer availability, travel logistics, and last-minute health or scheduling changes also posed potential challenges to maintaining a strong turnout.

Beyond attendance, the experience needed to strike a delicate balance: intimate enough to foster meaningful connections, yet visually compelling and structured to drive measurable social performance. The event also had to integrate the product naturally into the evening, ensuring that trial moments felt seamless rather than forced.

The core challenge was therefore to design a creator experience that ultimately would result in delivering emotional impact, authentic engagement, and high-performing social content.

Solution

Love Luster as both a beauty product and a lifestyle experience.

The approach prioritized three pillars:

First, curated guest casting. The invite list combined strategic beauty creators with natural friend groups to foster authentic interactions, comfortable energy, and organic group content. This ensured the evening felt social rather than staged.

Second, immersive storytelling through hospitality and environment. Hosting the event at LYLA Toronto allowed the brand to create a warm, elevated setting aligned with Love Luster’s premium positioning. Signature cocktails and a thoughtfully designed dinner menu reinforced the sensorial narrative, connecting fragrance, indulgence, and experience.

Third, personalized creative activations. A live painter and live poet introduced artistic, emotional touchpoints that encouraged participation and gave each guest a meaningful takeaway. These elements increased engagement while naturally generating unique content opportunities.

Throughout the experience, product discovery was integrated seamlessly into the guest journey, allowing influencers to explore and trial Love Luster organically rather than through scripted moments.

This strategic combination of casting, atmosphere, and experiential detail ensured the event would build strong brand relationships while maximizing authentic social storytelling.

Implementation

Execution focused on delivering a seamless, elevated guest journey from arrival through post-event engagement.

Guests were welcomed into an intimate reception hour that encouraged mingling, early content capture, and organic introductions. Signature cocktails referencing the product’s sensorial profile were served alongside passed canapés, setting the tone for a premium yet relaxed experience.

The dinner program was structured to maintain natural conversation flow while incorporating subtle brand storytelling. LYLA’s culinary experience became a highlight, with guests frequently commenting on the menu quality, flavours, and generous portions. Multiple influencers created content centered specifically on the food and ambiance, demonstrating the strength of the venue selection.

Live activations played a central role in engagement. The live poet created ultra-personalized written poems for guests, while the live painter offered personalized painted hairbrushes with initials and floral accents, which influencers documented and shared. Participation rates were extremely high, reinforcing the effectiveness of experiential touchpoints in encouraging interaction and content creation.

Professional photography and videography teams actively supported creators throughout the evening, facilitating group shots, product-integrated visuals, and candid lifestyle moments. This ensured both immediate social posting opportunities and a strong pipeline of polished post-event assets.

Despite stormy weather conditions affecting travel across the city, the experience maintained strong attendance and energy throughout the night. Notably, all guests remained beyond the scheduled event window, indicating high engagement and comfort within the environment.

Results

The Love Luster influencer dinner delivered strong performance across attendance, engagement, and social reach.

The event welcomed 27 influencers, achieving a 90% attendance rate despite challenging winter weather conditions and travel disruptions. Guest engagement exceeded expectations, with attendees staying beyond the planned event window, a strong indicator of authentic enjoyment and connection with the brand.

Social performance significantly surpassed targets. To date, the activation has generated 158 pieces of content across Instagram Stories, in-feed posts, and TikTok, with an estimated 20.2 million impressions according to Traackr. This dramatically exceeded the original impression goal of 374,000.

Content highlighted the full experience, including the venue ambiance, culinary moments, social interactions, and product discovery as guests trialed and spritzed Love Luster throughout the evening.

An additional organic highlight occurred when a guest-created meme about the evening’s weather gained traction and was reposted by Drake on Instagram Stories, extending reach beyond the influencer network and contributing unexpected cultural buzz.