Behind the Scenes of an Estee Lauder Event

By Betty Ann Graham, April 17, 2019

Valerie Bihet, founder, CEO and head meeting planner of The VIBE Agency in Miami, creates an event by looking through the lens of high-profile clients, including multi-megabrand Estee Lauder, for which she planned a semi-annual team-building and brand experience conference. The talented Parisian was tasked with creating an engaging conference, which she chose to take place at Miami’s Bass Museum while adding offsite experiences at the SLS Hotel, W Hotel and Bâoli Miami. The five-day seminar was bustling with educational workshops, experiential sessions and receptions for employees and partners. Bihet takes us through the looking glass.

How did you win the business for the Estee Lauder conference?

In order to win business like I did with Estee Lauder, it is a lot about the personality you have and if the client feels comfortable with you. You must come up with a good proposal understanding their need, objective and creativity. They were asking me to propose a theme for the conference, so I came up with how to rejuvenate your life, and they were confident in my team.

How did you incorporate Estee Lauder’s business strategy into the event?

In luxury, you have a lot of differences between e-business and stores. In the end, the objective is to sell and make sure the brand is well represented and well exposed. I showed them that I understand the strategy, their positioning and their challenges, and then determine what their goal is. Once I understood that, I came up with a theme: “E-volution.” The “E” was a wink to the brand Estee Lauder, and evolution meaning progress, growth—it’s not revolution, but its evolving and changing to be better, more opportunities, and to be focused on the e-market. Once we agreed on that, then I created all of the graphic design: badges, stage design, banners, menus. Once it was done, we proposed the design concept with a 3-D technical rendering.

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