What happens when a global white-label manufacturer of color cosmetics wants to move beyond large trade shows and create deeper, more personal connections?
Schwan Cosmetics turned to ALLY to design an exclusive client event that prioritized intimacy, personalization, and meaningful one-on-one engagement.
THE CHALLENGE
As a worldwide leader in color cosmetics manufacturing, Schwan sought a way to introduce new products and open an exchange for new product development in a format that would feel both premium and personal. Traditional trade events often diluted the unique client relationship.
Schwan needed a concept that elevated the experience—inviting each of their select brand clients into a setting where they could connect directly with the development and sales team, discover innovations, and feel valued as partners.
THE HOLISTIC APPROACH
ALLY was tasked with creating an intimate, high-touch event to deepen client relationships and showcase Schwan’s latest innovations. The LaLaLab concept we created combined the playfulness of a creative lab with the energy of Los Angeles, providing a space for one-on-one engagement, collaboration, and inspiration.
Every detail—from venue to meeting flow—was designed to make each client feel valued, connected, and inspired. Instead of a crowded showcase, we built an environment that felt curated, personal, and memorable.
DESIGN & EXPERIENCE
We brought the LaLaLab concept to life at Chief Clubhouse, a members-only space for female leaders that combines sophistication with an intimate, welcoming atmosphere.
Every detail—from catering and floral design to décor—reflected Schwan’s premium aesthetic and commitment to craftsmanship.
The guest journey was carefully structured for private one-on-one sessions, fostering meaningful connections, while shuttle service ensured a seamless experience for the exclusive attendee list.
STRATEGIC EXECUTION
The event emphasized collaboration over sole presentation. By prioritizing dedicated time for human connection, Schwan could show its innovation and openness, creating a space where clients felt heard, inspired, and empowered. Exchanges and experiences were designed to elicit feedback, spark new ideas, and strengthen long-term partnerships.
THE RESULTS
The curated experience allowed Schwan to build deeper, more authentic relationships with clients. Attendees left with a clear understanding of the brand’s innovative approach, a sense of partnership, and inspiration to co-create future products.
The creative and immersive environment positioned Schwan not only as a product innovator but as a trusted, collaborative partner.
As Schwan Cosmetics’ LA-based partner, ALLY understands the high expectations well-established beauty brands have for events. Acting as their on-the-ground U.S. ally, we managed the concept, logistics, and guest experience to ensure every detail reflected the brand’s premium vision. Our support enabled Schwan to foster authentic client relationships, facilitate collaboration, and showcase their innovations in an intimate, highly personalized setting.
CORINNA ZEIDLER
Director Brand Management at Schwan Cosmetics
"Working with ALLY was a true pleasure - not just because of their creative excellence, but because of their strategic clarity, reliability, and deep understanding of both brand and audience.
The intimate, perfectly curated B2B event we hosted for our key partners was only possible thanks to ALLY’s outstanding network and intuitive sense for what truly resonates and leaves a lasting impact.”