FWO Talks to Zev Norotsky of Panasonic Beauty Bar at NYFW
by Chris Collie, NY Senior Editorial Director
Pampering. What would fashion be without it? (Much less fashion week?)
We all dream of a little extra love and attention from time to time — whether in the form of a terry bathrobe from Target, a splurge on a Scottish cashmere sweater, or a long hug from someone we love. If there’s a right way and a wrong way to bring branding to New York Fashion Week, this is definitely the right way.
Let The Pampering Begin
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Q: What inspired you to put this all together, and what’s the premise behind it?
I think fashion week as a whole is just a tremendous backdrop. So we decided to create the Beauty Bar platform, which gives back to the influencers, celebrities and VIPs who are coming in to New York Fashion Week. It’s a hectic week; there’s a lot going on. And this has sort of become an oasis away from the tents and all the craziness from the night before, or for planning the night ahead.
This has become an oasis from all the craziness.
Folks come by the Beauty Bar to get their hair done, makeup applied, or their nails done. And we’re very fortunate to be able to work with a brand like Panasonic, which allows us to create this environment. Today is as much about creating a hang, and giving people a place to network, generate some social media and meet celebrities, as much as it is about the beauty treatments. We like that balance, and I think it works really well.
It’s as much about creating a hang, and giving people a place to network and meet celebrities, as much it is about the beauty treatments.
We’ve been doing this for 10 years now, so ….
Q: I saw a few celebrities here. Do they reach out to you, or do you reach out to them, or is it a mutual ….
It’s a combination. The fact that Beauty Bar has become sort of an institution on the circuit gives us a lot of credibility. Folks know when they come they’re going to get first-class stylists, service and treatments, and that gives them a level of comfort that I think you have to build up over time. So we pound the pavement; we put out feelers to agents and managers and things like that. But for the most part, it’s a relationship game, and we’re in a good position.
Folks know they’re going to get first-class stylists, service and treatments.
Q: Where do you see the Beauty Bar going in the next 10 years? Do you want it to be a whole week of the Panasonic Beauty Bar?
What I’ve seen this year in particular, which is sort of a good indication of where things are going, is we’ve traditionally done the Panasonic Beauty Bar in hubs like New York and Los Angeles. We’re now starting to see some of the “B” markets having some demand for Beauty Bar. Like the Latin Grammys in Las Vegas; you’re bringing out such a key group of influencers. This has become an amenity that they want to see in those places. So I think that’s been the greatest evolution for Beauty Bar.
And that’s also a testament to the level of service we’re able to provide here.