Exclusive Beauty Product Launch Event: Clomaná Beauty

Clomaná Beauty, a makeup and nightwear brand, chose Carden Park to launch their new Birthday Blues product range in spring 2024. Hosting influencers and content creators with full private use of the Cheshire-based spa facility, Clomaná aligned their product launch with a luxurious wellness experience, achieving brand awareness and image alignment for their new range.

To promote the new CMFRT Birthday Blues collection, the Clomaná marketing team aimed to generate buzz with a product launch event, using influencer partnerships to create authentic content and elevate the brand’s premium image. In a crowded marketplace, the team wanted to use experiential influencer marketing to achieve cut through and desirability on social media.

Heading up the project, Sarah Booth at Clomaná understood the importance of finding a visually stunning venue for the PR event. Encountering the spa via Carden Park’s owned social media channels, Sarah instantly recognised the potential of the facility to achieve the brand’s objectives. With a substantial following on Instagram and dozens of viral videos generating millions of views on TikTok – created by independent influencers and Carden Park itself – The Spa at Carden was an established visual presence on social media that would be instantly recognisable to Clomaná’s young, female target audience. Leveraging the existing reputation of Carden Park as a luxurious destination resort in the Cheshire countryside and the ‘place to be seen’ for celebrities and influencers across the North West of England, the venue perfectly aligned to Clomaná’s project requirements and brand proposition.

Sarah Booth and the Clomaná team approached Carden Park in early 2024 looking for a fully branded takeover of the spa facility. Carden Park’s event co-ordinators worked hand-in-hand with Sarah to create a product launch event that would surpass expectations, utilising the Exclusive Use Twilight Spa Package to ensure Clomaná had complete creative control on the night. With unrestricted, private use of the 5-star facilities, influencers would also have the freedom to authentically document every aspect the experience while wearing the new range of robes.

From 5.30pm, influencers arrived for a drinks reception featuring Carden Park’s home-grown sparkling wine and blue cocktails specially created for the event by Carden’s bar team. The bespoke baby blue theme of the product launch was present throughout the spa; including the new range of robes to be worn by influencers, branded towels and flip flops, Clomaná signage throughout the garden facilities, beautiful dining table decorations, blue beauty products and even branded blue mirrors in the changing rooms (ideal for featuring the Clomaná logo in mirror selfies).

After a delicious Italian 2 course buffet served in Elements restaurant, with panoramic views of the sunset above the spa garden, the influencers were given free rein of the spa facilities. Guests experienced three varieties of sauna, multiple hot tubs, indoor and outdoor vitality pools, steam rooms, thermal pods, a fire pit and much more. Clomaná also included several unique aspects to the itinerary; such as marshmallow canapés toasted over the fire pit, express mini treatments and psychic readings in spa garden. Influencers and the Clomaná team members also had the option to stay overnight in one of Carden Park’s luxurious bedrooms, with breakfast and access to the leisure club the following morning.

The influencer event was an outstanding success for Clomaná, with organic content reaching 10,000s across Instagram, YouTube, TikTok and more. Influencers shared extensive coverage of the brand and new range or products with The Spa at Carden as a stunning backdrop, cementing the image association originally desired in the brief.