To build anticipation ahead of the Balmain Beauty launch, a press preview lunch was hosted at a private gallery in New York City, welcoming 20 top beauty editors from publications including Vogue, Harper’s Bazaar, and The Cut. The experience offered an intimate first look at the brand’s debut fragrance collection, blending storytelling with sensorial discovery.

Guests were treated to a four-course lunch, with each course inspired by one of the eight upcoming fragrances. Between courses, editors were guided through a private brand presentation, highlighting the evolution of Balmain Beauty, from its legacy and heritage to its modern identity and future direction.

Set within a refined, gallery-style environment, the activation brought the world of Balmain Beauty to life through taste, scent, and story, laying the foundation for meaningful media coverage ahead of launch.