Analyze the “House of Lux” event done by Aeventive Company

Group Assignment
(The Sparks)

MKT 3236 – Event Management

Lecturer: Dr. Maduka Udunuwara

Level II (Semester Ⅵ)
November 2020

Registration Number Name

2017ms7536 D.M.T.E.Dissanayake
2017ms7825 H.A.S.Randula
2017ms7872 H.A.D.D.D.Sewwandi
2017ms7884 S.A.K.G.Silva
2017ms7930 W.A.P.Y.Weerasinghe
2017ms7934 W.A.U.H.Wickrama

Department of Marketing
Faculty of Management & Finance
University of Colombo

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 Acknowledgement

In performing our assignment, we had to take the help and guideline some respected persons,
who deserve our greatest gratitude. The completion of this assignment gives us much
pleasure.

We would like to show our gratitude to Dr. Maduka Udunuwara, the lecturers of Department
of Marketing at University of Colombo for giving us a good guideline for this assignment
throughout numerous consultations.

At last our heartiest appreciations go to all those who gave their full support in completion
our report specially, our team lead as well as the team member who have given their valuable
contribution to succeed their report.

Executive Summary

“House of LUX 2018” is a fantastic event organized by “Aeventive” advertising team on

behalf of “LUX”. LUX introduced their new “Perfumed Bar Collection” at that event. Their
main vision of introducing that product is “woman is more today than she was yesterday”.

Their main objective was to promote the “House of LUX” and its products to Sri Lanka.
Actually, the product offers value for money in the premium segment as LUX is popularly
known as a well brand it is also one of the reason the consumer has a perception in mind that
product is good of quality. The main characters have joined with them to succeed this event.

The event conducted under the “Hollywood” theme. They have paid attention about the
combination of flowers and the product Of LUX and there were select the best suit of concept
and managing the production process.

As well as, in this report we have described the key event operation and how it handled
before, during and after the event step by step with more details and also include about the
key stakeholders and legal requirements to conduct the event.

To enhance the beauty of the event they have invited Ms. Rozanne Diasz, the former Miss Sri
Lanka and many other celebrities make a woman feel beautiful and also to they used face
book pages, daily news articles and you tube videos to promote that event.

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Table of content

Contents
Acknowledgement ................................................................................................................................... ii
Executive Summary ................................................................................................................................. ii
Table of content...................................................................................................................................... iii
1. Introduction ..................................................................................................................................... 1
1. Background of the event ................................................................................................................. 1
2. Objectives, Theme and Concept ..................................................................................................... 2
3. Production process of the event ...................................................................................................... 5
4. Key operations ................................................................................................................................ 5
5. Event marketing .............................................................................................................................. 7
6. Post event ........................................................................................................................................ 8
7. Summary of key findings ................................................................................................................ 9
8. Recommendations ......................................................................................................................... 10
9. Conclusion .................................................................................................................................... 10
10. Reference .................................................................................................................................. 10
11. Annexures ................................................................................................................................. 11

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 1. Introduction

Lux is a global brand developed by Unilever. From the beginning Lux works with the world's best
perfumers to create beauty treats infused with the finest fragrances. They came up with the concept
called “House of LUX” which was initially launched in 2015 and continuously held in different
locations such as Casa Colombo, Kingsbury poolside, Colombo Courtyard Poolside, Cinnamon
Grand, Waters Edge & Shangri la hotel every year. However, this paper is centered specifically
around the event which was successfully held in 2018 at Shangri la hotel Colombo and the event
planned by the “AEVENTIVE” Company .This report broadly discusses about the background and
the flow of the event including a categorization of the event, how they planned the event, how the
event was conducted, what activities were done, what they did after the event, key findings and the
recommendations on issues identified to further improve the event in upcoming years.

2. Background of the event

“House of Lux” is organized by Unilever for their dealers. “AEVENTIVE” Company is the
event organizing company. Lux is most popular product offer by Unilever. There are many
events arrange to increase the awareness toward the product. This is one of the most attractive
programs we know as “The House of Lux” in every year which is held by Unilever in Sri
Lanka. They have outsourced the event to the “AEVENTIVE” event company.

Any event can be classified according to using several categorizations. When it applies for
the “The House of Lux”, it categorizes several types. Place versus mobile event, event based
on size, event based on type etc. The organization and coordination of the activities required
to achieve the objectives of events. This event happened physically not virtually. It can be
identified as a special event since it is not a large scale one and occur infrequently outside of
normal programme of activities. Though the event conducted all over the countries where
Unilever operates, those are happen separately. Finally we can identify it as a corporate
event. This purpose is to launch new products to the market and to maintain the relationship
with their dealers. Then they main target is achieve the customers. And also this event
category based on business events. Furthermore participants, host organization, host
community, co – workers, media, sponsors, government, dealers, customers are the
stakeholders in this event.

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 3. Objectives, Theme and Concept

 Objectives of the Event

This “House of LUX” event has been conducted with the aim of achieving objectives which
influence and support to the development of the sales of the innovative products. The
ultimate objective of this event is to launch their new products to the market and provide a
better understanding and experience about the new products and making those products
familiar with the dealers of the Unilever and, provide a proper idea to dealers about how to
market those products. In addition to that, there are several objectives behind the concept of
“House of LUX”. One of objective is to introduce the concept of “House of LUX” to Sri
Lanka. Unilever is one of the multinational companies which operates in Sri Lanka and they
carry out their operations process in many countries across the world. Therefore, this event
has been launched in many of other countries once a year and this is the first time in Sri
Lanka. They expectation was to introduce the concept of “House of LUX” to Sri Lanka
through this event. In addition to that, they wanted to provide entertainment and mesmerize to
the people who participated the event and they try to make the participants feel beautiful
through an unmatched evening of glamor – pizazz and magic.

Figure 3-1Theme

 Theme of the Event

“The House of LUX” is a major event of Unilever and this event has been launched in many
of other countries once a year. The theme has been decided by the by the event management
company of “Aeventive” with the collaboration and guidance of the Unilever and they should
conduct the event under some standards given by the Unilever because this event is launched
in many countries once a year with the same set of standards. According to that, they have
introduced Hollywood Style as their theme with glitz and glamor of a red carpet welcome.

They have created 6 types of experience zones inside the hall where the guests can get the
experience of their products and these 6 zones have been separated with 6 fragrances and 6
imputed colours which their products appear. These are the 6 type of colours and imputed
colours of the experience zones and the feeling they wanted to accent.

 Soft touch
Pink – sweetness, love, feminine, intimate
 Silk sensation

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 White - light, goodness, innocence, purity & cleanliness
 Nature green
Green - growth, harmony, freshness
 Purple touch
Purple - power, nobility, luxury, and ambition
 Sandalwood
Yellow - joy, happiness, intellect, and energy
 Blue green
Aquamarine - emotional healing, tranquility, softness

Figure 3-2 Types of products

Guests can get the various real experiences from the experience zones which located inside
the hall and they wish all participants will feel the attributes of each soap product in each
experience zones as a result of the real experience. Not only that, they have introduced 6
moods with 6 types of dresses for depicting the flowers used in each mood to represent the 6
type of experience for the participants.

When the show starts the compere takes over and introduces the 1st Mood. The hall goes
dark and the first section lights up in the color of that mood. The Model representing the
mood steps forward along with a story teller while flower petals depicting the mood will fall
from the ceiling hall through a series of 3D visuals in the form of projection mapping along
with the fragrance of the variant over the. She will speaks about the magical story behind the
makings of the dress to represent the mood and what sort of attitude it brings about.
Accordingly, the rest of the range is revealed through song and dance, along with the models
walking the ramp. The same strategy will be repeated for the other products variants as well.

These are the highlighting moments of the theme they have displayed in the event of “House
of LUX”.

 Concept of the event

This includes firms planning for 5 W’s.

 Why the event should be hold?

The event of “House Of LUX” has been conducted with the intention of promoting the
concept of “House of LUX” in Sri Lanka and launching their new products to the market
while positioning themselves as a luxury brand. Also they wanted provide a proper

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understanding about the products and how the markets should attract and encourage
customers to buy these products.

 Who will be the stakeholder for this event?

Unilever Sri Lanka, participants of the event, co-workers, media, and suppliers of the event
are the main stakeholders of the event

Unilever Sri Lanka - This is the host organization and the most beneficial party of the event.
The sales staff of LUX is the main stakeholder from Unilever since the event intention is
future sales.

Participants – Many artists including singers, celebrities, and vendor partners of the LUX
products participated.

Event management staff, Outsourced and volunteered parties - The whole team of the event
agency and a large number of personnel involved behind the front desk of the event. For
activities such as entertainment, audio visualizing, security, event structuring, decoration and
etc. many outsourced and volunteer personnel was used.

Media – Media is the one of the main stakeholders of the “House of LUX”. Media is
providing promotion to the event and the company will give them a chance to do a good
article or news to publish through their media channels.

 When will the event be held?

There is no exact time and date to held this ceremony according to Unilever global standards,
but most of the times it holds at the beginning of the year and its nearly January or February.
So the Unilever Sri Lanka planned to held it on 16th January of 2018.

 Where will the event be held?

The venue Shangri – La hotel Ballroom decided by Unilever Sri Lanka considering the
locations suggested by the event management company while adhering to the global
guidelines and standards as a Multi-national company.

 What is the event product that is being developed and presented?

This event was conducted for promoting “House Of LUX” and to introduce new products of
Lux to the local market. Combining the latest eight hour long lasting fragrance of magical
spell body wash with soaps they have introduced a premium, perfumed soap, “The lux
perfumed Bar Collection” to local users through the particular event. Not only that, they have

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provided a chance to participants to experience their innovative and existing products under
different fragrance zones and the guests can discover the fragrance that is best match for
their mood and personality. This is the overall concept of the event of “House of LUX –
2018” which launched at Shangri – La hotel Ballroom on January of 2018.

4. Production process of the event

 Planning for the event

Major part of the event has to be planned by the event management company while Unilever
plans for venue selection and fixing, date fixing, analyzing the market for marketing
activities, inviting guests and etc. Since this is an indoor event part of the health and safety,
food handling planning shared with the hotel. Activities on the day of event and getting into
required agreements is wholly planned and done by the event management company. This
includes planning for entertainment activities, event structuring, analyzing for human
resource requirements, health and safety etc. All key operation activities are discussed under
the key operations.

 The Event

They have decided Hollywood style as the theme of the event with the glitz and glamor of a
red carpet welcome. The event process as to commence at 6.00 p.m. and when guests arrived
to the hall, they should be ushered through the mood rooms to experience what each moods
offers. Then to the main event area to enjoy the performances and product launch. When the
show starts the compere takes over and introduces the 1st Mood and the hall goes dark.
Afterwards a 3D visualization of the product will be played along with the introduction of
each Soap type by the presenter while giving a 3D experience of flower falling from the
ceiling along with the fragrance with related to the flower delivering a maximum real
experience to their guests about the product. After that, Miss. Rozanne Diasz, former Miss.
Sri Lanka Spoke on behalf of all moods and attitudes that make a woman feel beautiful.
Event ends with the closing speech and a cocktail dinner.

Figure 4-1The event

5. Key operations

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  Legal requirements

Legal side of the event handle by the Unilever and the event management team not engages
these legal requirements. Also as this an inside event there were not many legal requirements.

 Finance

Since the event is conducted for the Lux brand of Unilever, it is not financed by anybody
other than Unilever and only within the budget allocated for marketing. Event organizer
should provide their quotations including their costs and commission. Half of the estimation
paid as an advance to them and thereby event organizer gets into contracts with the relevant
suppliers. Hotel payments and food and beverage cost are not included in event agency’s cost
as Unilever pays the Hotel according to their agreements with hotels.

 Entertainment

The event consists of western songs and Hollywood style dances but no comedy acts to
maintain as a high class event. Those will be performed by the brand ambassador Mrs. Pooja
Umashankar and other artists. Brand ambassadors of Unilever participate for the event
according to their agreements with the company In addition to that event agency hires artists
as comperes and other performing artists like bands, dancers and choreographers. All the acts
performed during the event are in accordance with their theme Hollywood style.

 Human resources

Event agency staff is the main human resources here planning and monitoring activities. In
addition to that, the event management company outsources staff for security purposes and
during the event activities like lighting, decorating, welcoming guests from reliable parties.

 Selection of suppliers and entering into contracts

All outsourcing activities are planned beforehand and enter into contracts with the supplier of
before three months of the event. They are selected based on their experience in events to
minimize the risk during the event. When signing contracts half a payment will be done and
the rest after the event.

 Venue selection and food beverages

Unilever holds memberships with hotels and selects one based on the hotel capacity. Hotel
takes the responsibility for food and beverages based on Unilever’s preference.

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  Safety precautions

Both Unilever and media agency employs a safety marshal and other. Part of the safety
responsibility shared with the hotel regarding food in written form and other matters. Speech
conducted by the safety marshal to inform what actions participants has to take during a case
of an emergency, from where they should exist, where to go etc.

 Use of technology

To give an unforgettable experience to the participants they have used different technologies
during the product launch. Almost all the product launch process happens through a 3D
visualization using special projectors which are rented to use for this event.

 Selecting and inviting guests

This is not a general public event, so the invitees for this event only consists of celebrities,
high class people and media partners and invited over the phone and emailing invitation
cards.

 Accommodation

As this is an event last only for few hours no special accommodation provided for every
participant, only for the event organizers to keep their equipment

6. Event marketing

House of LUX does not make the public aware of the event before the event other than
invitees. Guests are informed about the event through sending invitation cards and will
remind one month before and again two weeks before the event.
During the event all participant will be given a pack of lux products to ensure the real
experience with the product and to continue using the product. This will make intended
parties to use the product and to recommend the product to others.
They do engage in massive marketing after the event by using media channel partners, social
media, You tube, Radio (key popular radio stations), popular magazines. No special selection
on media since they want all parties to cover the event. Media interview the celebrities to get
their opinions on the event and will be published.
Figure 6-1 Event marketing

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 7. Post event

All events should have a shutdown process. When they complete the event key activities as
well as they reached to the shutdown point. At the event wash up point all parties sit down
together to discuss and evaluate the event including the operation processes.

Event planner’s work is not done even when the last attendee has left the building. In fact, the
aftermath is an important part of an event life cycle. In this article we look at some of the
critical tasks to be completed after the event is over. The completion of an event is as
important as its conception. It’s time to gather feedback, evaluated what worked, measure
return on investment and creates excitement for next year’s event.

Post event activities

 Event washout
There was a cocktail party was given to every participant during the but no special
treatment was given after the event for the people who made this event successful.
 Gather feedback
Unilever itself and the media parties gather feedback from celebrities to know their
opinions about the event and for the future success
 Setting down payment
After the event all the payments will be settled down to the relevant parties including
outsourced and volunteers
 Sending acknowledgement letters
Thank you letters are send to all participants after the event. Further their staff,
volunteers, speakers, performer’s vendors and attendees in their acknowledgment.
And also sometime use email for thank the participants.
 Ensure long lasting relationship
Unilever have agreed the 3 year relationship with event Management Company and
they do have separate agreements with celebrities for their marketing purposes
 Media selection, story
Almost every media come the cover up the event and the brand managers provides the
story to be published as a Hollywood show along with interview discussions with the
participants

These all activities they evaluate after the event.

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 8. Summary of key findings

“House of Lux 2018” basically had organized to promote their new perfumed bar collection.
Although they had organized to promote their products, we identified lots of specific and
unique things in this event.

Mainly, they had launched their new products by using digital animation and they had
brought special Indian operator under rent agreement for operating this thing. This event
became more colourful because they had planned everything according to a specific theme.
This event also provides a unique experience for their guests about the Lux products. They
had first introduced their guests all the glitz and glamour of a red carpet welcome. It became
an amazing experience for our Sri Lankan guests because there is no event in Sri Lanka
which gives that kind of experience. As well as, they had followed a Hollywood style with a
red carpet entrance.

One of the most important things we identified from this event is, they had created wonderful
entrance for their guests. They had put roses on both sides of their entrance and they had
designed digital lights to match their entrance themes. When they arrive entrance, guest has
to enter into their 1st indulgence zone. Thereafter, they should walk through those fantastic 6
rooms which include the different kinds of elements in genuine nature of the mood or attitude
till they enter into the main hall area. Those rooms created by according to these following
themes such as Soft touch, Silk sensation, Nature green, Purple touch, Sandalwood and Blue
green and also engaging experience music for each themes to hear the audience in each room.

As well as they introduced the 6 variants moods and attitudes in this event. Those 6 moods
represented by the Ms. Sri Lanka would walk up on stage wearing a dress representation of
all these 6 moods. Finally she guaranteed about how important Lux is to make any woman
feel amazing.

This event introduces new brand and provide an amazing experience for their guests. The
guests who participate in this event do not consume these products much. But they were able
to create a great perception in their mind about those products through this event. But only
guests attending this event are aware of these products. Most of the customers get to know
about these products only if they post it on social media, TV advertisement and newspaper
articles otherwise they will not be able to aware those new products.

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 9. Recommendations

 Organizing another event for customers

Though this is a fabulous event going well with its theme it does not capture customers who
will be ultimately buying the product. Therefore the company can organize another event for
customers as an open public event. It is not required to use high end technologies to represent
product characteristics, they can simply give a gift pack of LUX products. In that way they
can induce a better brand recognition among customers. It is a good opportunity to attract
new customers by promising superior value.

 Not limiting the events to Colombo area

All the events conducted by LUX of Unilever have been limited to Colombo area, while their
customer base is not limited to the Colombo area. Considering this it is better if they conduct
their future events all over the country.

 Increasing awareness about the event

This event happens with the participation of many celebrities in Sri Lanka very loved by the
general public. Yet there is no high awareness among the general public of such event
happening in the country. If they can conduct more entertainment activities and a particular
media channel to cover the whole event live on the day people might be intentionally
watching the event and be more aware.

10.Conclusion

The house Of LUX is one of the most important events organized by Unilever. Main aim is
achieved sensational coverage for the BEWITCH campaign and magical spell body wash in
your own market, as well as guidance on recreating your very own house Of LUX locally.
They use many marketing strategies to promote the event and the above mention
recommendations will help to enhance effectiveness of the event.

11.References
S. (2018, January 18). Perfumed treats galore at House of Lux (Pics). Sri Lanka Mirror.
https://srilankamirror.com/photo-story/6783-perfumed-treats-galore-at-house-of-lux-pics

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 Range of perfumed treats come alive at House of Lux | Daily FT. (2018, January 19). Daily FT.
http://www.ft.lk/Lifestyle/Range-of-perfumed-treats-come-alive-at-House-of-Lux/8-647556

12.Annexures

Figure 12-1Theme

Figure 12-2 Types of products

Figure 12-2The event

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Figure 12-3 Event marketing

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