By Humay Waseem
Multinational brand, The Body Shop recently launched its new perfume White Musk Smoky Rose with a big bang at its Centaurus mall outlet in Islamabad. Organized by Nucleus events, the launch was glitzy and glamorous with vogue decorations, an enthralled crowd and exciting performances by talented young artists.
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Nucleus events did a marvelous job at setting up and decorating The Body Shop outlet as well as the outside lobby area. The venue, illuminating in Fuchsia, White and Indigo, appeared like a fantasy come to life with magnificent damask print walls, glowing mirrors, flower bouquet globes, VIP lounges, a juice bar and white LED stages where singers Abbas Ali Khan and Mulazim Hussain performed as the night went along. Farooq Butt and Najaf Naade Ali, the two young men behind Nucleus events, strode around in high spirits making sure that everything was going pitch perfect.
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The highlight of the event was a dance performance organized and choreographed by Islamabad's dancing sensation Faizaan Ahab. A group of 4 guys and 3 girls, all dressed in purple shirts and black pants erupted onto the floor in a bold and fierce dance sequence to the mash up remix of Madonna’s hits “Vogue” and “4 minutes”.
We spoke to UAE based retail manager for The Body Shop, Priscilla Ferrao who has been with the company since 18 years, she told us “The White musk series have been one of our pillar products, it’s a cruelty free musk which started in 1981. No animals are hurt or tested in the making, it is a purely synthetic musk hence one of our most honored products”
Imtiaz Ali, regional head in Pakistan said, “We take pride in our white musk series as it is synthetically made. Original musk is taken from the glands of a deer by killing the animal which is very cruel hence body shop uses 100% man-made musk which is cruelty-free.”
In 2011 body shop launched White Musk Libertine and now in 2013 it has launched White Musk Smoky Rose which is specifically for evening wear. Its top notes are black currant, pink pepper and bergamot, middle notes are tobacco blossom, black rose, orange blossom and immortelle and base notes are olibanum and white musk.
The launch created quite a stir in the twin cities and has definitely set the standard high for future launch events as every single thing was customized from the furniture to the model’s gowns to the flash mob dance performances. The happening of such events will keep adding to the city’s spirit and will certainly change notions of Islamabad as one of the least happening cities of Pakistan.
Humay Waseem is a Writer at StudioBloop and tweets @HumayWMD