CHI TAKES OVER ICONIC DYLAN’S CANDY BAR IN NEW YORK CITY WITH “HOT FOR YOUR SWEETIE” EVENT
Valentine’s Day Event Launched CHI LAVA Iron with Press and Digital Influencers, Styling VIP Guests for a Special Night Out
CHI took over Dylan’s Candy Bar in the heart of New York City’s Union Square during New York Fashion Week on Wednesday, February 14, to launch the CHI LAVA Iron. The brand invited top beauty press and lifestyle influencers to experience complimentary hair styling created by CHI Artists and the LAVA Iron for Valentine’s Day at a “Hot For Your Sweetie” event. Hosted at the sweetest place on Earth, the interactive experience allowed for guests to learn about CHI’s most innovative launch yet, engage with CHI stylists, and leave with a styled look of their choice using the CHI LAVA Iron. Styles included beach waves, bombshell curls, braided udos and sleek & smooth styles. All guests exited with their best step (and hairdo!) forward for wherever the night might take them whether it be a romantic date night or night out with the gals.
The event had a great turnout of editors from top-tier outlets such as BizBash, InStyle, and POPSUGAR, and digital influencers including Emily Men and Christina Caradona. Throughout the evening, guests were immersed in a world dedicated to Valentine’s Day, where they sipped on pink drinks including Rose All Day, dined on festive appetizers including pink macaroons and red velvet cake pops, and were able to fill their very own paint cans filled with their favorite candies whilst waiting for their styling appointments. Guests were also encouraged to use the CHI LAVA Iron and Dylan’s Candy Bar co-branded photo booth with custom created cut-outs of the Iron and “hot” sunglasses as props.
CHI stylists Tammy Mixon, Rocky Vitelli, Ana Cantu, and Colie Otzel were on-site styling and giving tips for guests to maximize the use of the CHI LAVA Iron. Each guest left with a gift bag with their very own CHI LAVA Iron and CHI styling products that were used on them during their appointments.