A product launch is a promise that unveils: it must build anticipation, create a memorable moment and generate conversation. Here's how to design it, from concept to amplification, with an eye to the beauty, fashion and luxury world.
Build the narrative, not just the event
The product is the protagonist, but the story is what people remember and retell. Define the key message and the emotion you want to leave before thinking about set design and format.
Choose the right audience
Press, influencers, buyers, clients or community: each audience needs a different tone, timing and content. A press day and a consumer event are not designed the same way.
Format and staging
Reveal, immersive experience, cocktail, runway or pop-up: the format must amplify the product's perception and make it photogenic. In Milan the venue is part of the story.
Content planned upfront
Photo, video, teasers and aftermovie must be designed with a storyboard before the event. They're what makes the launch live on social and press after the night.
Digital amplification
A launch doesn't end when the lights go off. Coordinate social campaigns, PR and influencers to extend reach before, during and after the event.
Measure the impact
Press coverage, engagement, generated content and collected leads tell whether the launch worked. Define the KPIs before, not after.
How early should I organise a product launch?
At least 6-10 weeks for a curated press day, more if it involves influencers, video production and an amplification campaign. Narrative and content must be set upfront.
Physical or digital event for a launch?
It depends on audience and product. Often a hybrid format is most effective: a high-emotion physical moment that generates content to amplify digitally.
Does Velvet organise product launches in Milan?
Yes, product launches and press events are among our services, with a focus on the beauty, fashion and luxury world: from concept to direction to amplification.