Their need
Horace, the French men’s skincare and grooming brand, launched in Mexico exclusively through San Pablo Farmacia. For the introduction, the partners requested an unconventional format for a brand launch event: an intimate, speakeasy-style experience.
The underlying challenge was cultural. Many men in Mexico have been taking care of themselves for years, but quietly, using products they never chose themselves: their partner’s or their mother’s. Horace needed to enter the market as a premium, modern, easy-to-use brand and start a conversation that few were having openly.
One night had to generate six months’ worth of content.
How did we do it?
Two agencies from the Worldwide Partners network worked as one team: CMV | R&R Partners brought the strategy, media, and creators, while Penta brought the idea to life in a physical space through full event production.
The concept was “Bring Out Your Best,” hosted in a historic mansion in Mexico City’s Juárez neighborhood for 100 guests: the San Pablo team, content creators, and a network of micro-influencers.
The experience unfolded in three stages. A mirrored entrance brought each guest face to face with themselves before they saw a single product. In the testing room, skincare moved beyond words as guests tried Horace products firsthand. The press room completed the journey with interviews and content that turned the launch into a public conversation.
Penta Marketing Agency, a LATAM events agency with direct operations in 14 countries.
Connect your audience through emotional experiences
Highlights
We organize events to connect with your target audience and target audience through a memorable experience.
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