Darphin and Ladurée are bringing a bit of Paris to New York’s SoHo neighborhood.
Partnering for “Darphin at the Ladurée Marchè,” the skin-care brand and the French restaurant and bakery are hosting an influencer event that is meant to mimic a typical Parisian market. At the event to be held Tuesday, the garden at Ladurée’s SoHo location will be transformed into a marketplace with booths of farm-fresh vegetables, fruit and flowers, as well as a selection of new and best-selling Darphin products.
“The inspiration came from this beautiful French moment of going to a market on a spring day and experiencing it the way a Parisian woman would,” said Ali Wente, vice president and general manager of Darphin North America at The Estée Lauder Cos Inc. “We always want to treat our most loyal clients to something new and beautiful from our brand and we hope the French market experience creates that excitement for them.”
The event is bringing together influencers, like Sandra Shehab, Melany Rodriguez, Bridget Helene and Jessica Felton, among others. Darphin and Ladurée hope that the influencers’ content will help attract new customers to both brands.
You May Also Like
“It’s a new way to speak to our clients and a way to enlarge the vision of the brand,” said Elisabeth Holder Raberin, copresident of Ladurée U.S. “Beauty is a natural step as a partnership that we haven’t done before and it makes sense because it’s relevant to our core values.”
The market will feature a selection of best-selling Darphin products, including its Hydraskin Intensive Skin-Hydrating Serum, Revitalizing Oil and a selection of purifying balms. Darphin will also have some of its new launches on display, like a lip oil infused with flower petals and a mask duo.
Darphin and Ladurée have plans to host another marketplace experience later on that will be open to the public.