new york fashion week

Toilet Paper Wall at New York Fashion Week

517341490

Even toilet-paper gets its kicks in fashion. This year, Cottonelle created a highly unique offshoot beauty lounge to spruce up New York Fashion Week and change up typically showcased brands. Both creative and memorable, the toilet-paper brand’s hosted lounge created a variety of excitement-packed options for event-goers.

Pampering in Style

The toilet-paper market is tough to market. It isn’t, however, exclusive to typical comfort commercials. Cottonelle’s approach, harnessing the triumvirate of promotional power—gifts, celebs and media—took Fashion Week by storm with a rather ornamental element.

Attendees were pampered, offered photo ops, gifted with Cottonelle gift bags and were given meetings with industry influencers. Taking place at SoHo’s Openhouse, Cottonelle’s beauty lounge created, yes, an entire wall out of toilet paper rolls. The rolls, designed and placed along the wall, created a photo booth backdrop to encourage hygiene-related poses.

The Method and the Meaning

Cottonelle’s toilet paper wall was created to boost its CleanRipple Texture toilet-paper—which is one of the brand’s own innovations. Designed to clean better, CleanRipple Texture toilet-paper definitely benefits from an “all hygiene, no nonsense” marketing effort.

Cottonelle’s approach worked, too. Senior associate brand manager, Jeremy DeWitt, considered the event to be a major success, setting Cottonelle apart from typically flat patterns, uninspired visitation booths and, of course, the brand’s leading competitors. The toilet-paper industry, itself, is difficult to compete in due to the product’s marketing monopoly on television time. That said, experiential approaches certainly exist—and Cottonelle has hit it right on the head.

More than a Showcase

Cottonelle’s display, in essence, was a consumer visual test for CleanRipple’s design. The product’s showcase, being out front and center, was a compelling feature reveal. While a highly forward approach to display marketing, the massive toilet-paper wall wasn’t necessarily off-putting. Here, the brand’s dedication to its beauty lounge takes the main stage. Its attention to consumer interaction—and not only detail—won its visitor population’s heart.

The Sponsors and Affiliates

Few experiential marketing efforts, today, are solo efforts. Cottonelle utilized its big-industry brand partners to breathe life into the event, backing a truly unique idea with truly resourceful entities. Corso Coffee, Pulsaderm, YouCam Makeup and Nonni’s Foods, all sponsors and partners, directly assisted the beauty lounge’s creation.

Integrating sponsors into experiential approaches can be difficult, but Cottonelle’s resounding support reveals quite a lot about its strategy. Primarily, it works. Secondarily, it displays an overarching inclination to try new things. Few marketing creators have the intensity, the openness and the creativity to display toilet paper on a wall, but Cottonelle’s display proves such a venture is, indeed, a successful one. The event’s success is likely attributed to its initially bizarre ideation, right alongside its solid approach to practical marketing.

Funkshion Returns to Miami

One of Miami's favorite organizations, the Funkshion Fashion Show, returned to host their Fall/Winter fashion this March, and for the first time they chose right here in the Wynwood Arts District as their home base. Funkshion is Miami's Fashion Week, held three times throughout the year. Taking great pride in their Miami home, Funkshion believes in serving as a connecting force between the Latin American and US fashion markets. One thing many love about Funkshion, is how well they showcase both established and emerging names in fashion. And as their name suggests, in representing the fashion world in Miami, they set themselves apart from other fashion weeks around the world by always being sure to bring the funk. Music and art are integrated into the events, including live DJs at many of the shows to get the audience dancing in their seats.

The Winter/Fall show ran from March 16-19, 2016 with a packed schedule. Highlights included opening night's discussion, "DESIGNED IN MIAMI," with internationally celebrated designers based in Miami discussing what it takes to find success in the fashion world in Miami and beyond.  Friday's fashion event, "EVERYBODY WANTS SOME!!" inspired by the Richard Linklater film in theaters now was also a great highlight. Stars of the film made an appearance, including Blake Jenner, Ryan Guzman and Tyler Hochelin. As with every fashion week that Funkshion hosts, one of the most beloved events is the Emerging Designer Series in which incredibly talented new designers who are just coming on to the scene are able to present their work in a high-profile show at no cost. March's show was no exception, with plenty of designers you'll surely be hearing from in the future.

Funkshion Events always welcomes the public to attend.  All of the events are free, one would just need to RSVP beforehand. As the Funkshion Fashion gears up for its next event this July, this is something to keep in mind. In true Miami style, they'll be celebrating swimwear in the event which runs from July 13-17, 2016. If you're a swimwear designer over the age of 21 then consider entering the Emerging Designer Series. One designer will be winning a trip to New York Fashion Week.

Funkshion Fashion Week is a great way to celebrate so much of what makes Miami great.  It brings established artists together with the newest talent and connects diverse cultures. The area is still buzzing from this event, and cannot wait to see what the next show has in store.