Beauty Meets Sweat and Tonic: Orveon’s Fitness Takeover

High-end beauty plus high-intensity workouts? Sign us up!

‍

When Orveon Global, the masterminds behind Laura Mercier, Buxom, and BareMinerals, approached us, they had a revolutionary idea: prove that their products could keep up with even the most intense workout routines. 

‍

Our response? Let’s stage a fitness takeover. Through a series of specially curated activations and marketing initiatives, Concierge Club worked with Orveon to show Toronto what happens when wellness, beauty, and self-care collide.

‍

Let’s dive into how we turned sweat into the hottest accessory of the season. Keep scrolling to uncover the strategy behind this show-stopping campaign!

‍

About Orveon

‍

Orveon Global is the parent company behind some of the world’s most beloved beauty and skincare brands, including Laura Mercier, Buxom, and bareMinerals. Focusing on enhancing beauty through self-care and wellness, it aims to empower individuals to look and feel their best.

‍

With premium brands under one umbrella, Orveon caters to a diverse audience, boosting confidence and well-being across the globe. Blending luxury with sustainability, they redefine beauty standards with a conscious mind.

‍

For this campaign, Orveon set out to integrate beauty and wellness into everyday life. The takeover was a bold move to engage with their audience on a deeper level, combining high-end beauty with fitness and self-care. By doing so, Orveon not only showcased their brands but also reinforced their mission to make beauty an integral part of a healthy, balanced lifestyle.
‍

‍

About Concierge Club

‍

Concierge Club is a premier, full-service events and experiential marketing agency known for creating unforgettable experiences for North America's biggest brands. We’ve teamed up with major names like Sephora, Hyundai, Hewlett-Packard, and now, Orveon Global!

‍

As a 100% women and minority-owned agency, we specialize in delivering bold and innovative solutions that push the boundaries of traditional marketing. Founded by industry expert Monica Gomez, our team thrives on creativity and out-of-the-box thinking. That’s why every event and experience we design stands out and exceeds expectations.

‍

Whether it’s transforming a mall space into a vibrant brand pop-up or orchestrating exclusive influencer events, we’re dedicated to making every client’s vision come to life in the most extraordinary way possible.

‍

The Strategy

‍

Concierge Club developed a comprehensive strategy to integrate Orveon's beauty brands into the wellness-focused environment of Sweat & Tonic. The goal was to create a multifaceted campaign that would:

‍

1. Introduce Orveon's brands to a fitness-oriented audience
2. Showcase the synergy between beauty and wellness
3. Generate social media buzz through influencer partnerships
4. Provide multiple touchpoints for brand engagement throughout the month
5. Incentivize participation through challenges and prizes

‍

We designed a month-long series of engaging activations at Sweat & Tonic’s Toronto locations. This included exclusive influencer events, custom product offerings, and interactive features that highlighted Orveon’s brands. 

‍

Combined with social media hashtag campaigns and giveaways, we ensured Orveon’s takeover as a fitness and beauty extravaganza that everyone will remember!
‍

Image Source: @sweatandtonic | Instagram

‍

The Execution

‍

We rolled out the Orveon x S&T Takeover through three key phases:

‍

Influencer Kickoff Events

‍

We launched the campaign with two exclusive influencer events at Sweat & Tonic’s newest location, The Well. The first event featured an energetic Boxing HIIT class, while the second focused on relaxation with a calming yoga session. 

‍

Influencers received curated PR kits with top products from Laura Mercier, Buxom, and BareMinerals. We had a buzz about the takeover from the get-go, with influencers sharing their experiences and Orveon products on social media.
‍

‍

Custom Product Offerings and Interactive Features

‍

Throughout the month, we introduced Laura Mercier Custom Smoothies at Sweat & Tonic cafes, and Buxom Cocktails and Mocktails in the Tonic House co-working space. We also organized six exclusive fitness sessions, including Yoga, Ride, and Boxing HIIT, where attendees enjoyed Orveon product goodie bags. 

‍

As part of the campaign, our team set up sample booths at both locations to give S&T members the chance to try Orveon products. We took the experience up a notch with Orveon-branded signage throughout both locations, including eye-catching billboards, digital displays, and strategically placed logos, creating a cohesive and immersive brand presence.

‍

Top that off with eye-catching displays featuring florals and candles highlighting Laura Mercier’s top products, and Orveon’s takeover was all set to enchant and engage every visitor, blending seamlessly with Sweat & Tonic’s wellness atmosphere!

‍

Social Media Giveaways and Hashtag Campaign

‍

Our marketing strategy for the Orveon x S&T Takeover is inseparable from social media. To encourage user-generated content, we installed branded mirror selfie stations where attendees could capture their post-workout glow and share their photos online.

‍

By tagging @sweatandtonic, @lauramercier, @bareminerals, and @buxomcosmetics with the hashtag #JulyChallenge, participants got the chance to win one of six weekly prizes from each S&T location worth $500!

‍

S&T App Fitness Challenge

‍

For further engagement, we launched "The Challenge," a dynamic fitness competition encouraging participants to track their workouts through the Sweat & Tonic app. Those who complete all 21 classes in July qualify for a chance to win an exclusive grand prize package valued at over $4,000.

‍

The grand prize includes:

• S&T Unlimited Membership with pool deck access
• A Tonic Spa Biohacking Trio
• An Orveon Self-Care Beauty Basket

With two grand prizes available at each Sweat & Tonic location, participants had double the opportunity to win! 

‍

Image Source: @sweatandtonic | Instagram

‍

The Results

‍

The Orveon x Sweat & Tonic Takeover was a standout success! User-generated content soared as branded mirror selfie stations and the #JulyChallenge hashtag fueled vibrant Instagram engagement.

‍

Participants shared their post-workout looks, boosting Orveon’s visibility and sparking social media buzz. Influencers added to the excitement with compelling content, while the "Challenge" drove high participation.

‍

All in all, the month-long activations provided multiple touchpoints for Orveon’s brands. The eye-catching displays, sample booths, and fitness sessions created a memorable brand experience and showcased Orveon’s commitment to wellness, leaving a lasting impression across platforms.

‍

Takeover Your Market with a Game-Changing Experiential Campaign

‍

Expertly designed events capture market attention, drive social media buzz, and boost brand visibility. With Concierge Club, you can seize the spotlight and dominate your industry. By blending creativity, strategy, and execution, we create unforgettable moments that drive social media buzz, generate leads, and boost brand loyalty.

‍

Let us do the same for you. Just like with Orveon, we’ll work closely with your team to develop a tailored campaign that captivates your audience and delivers exceptional results. 

‍

Grab the chance to lead the conversation—contact us now to create a game-changing campaign that drives your brand forward!

‍