Nov 22 2010

M by Mariah Carey MacyÂ’s Herald Square Event Recap

The Macy's Herald Square launch event for Mariah Carey's debut fragrance, M by Mariah Carey, was an exciting spectacle that drew top notch press and thousands of fans. The event was one of the largest turnouts in Macy's beauty launch history!

In true Mariah fashion, she made a surprise grand entrance in a Rolls Royce Phantom convertible, flanked by two black SUVs decorated with M by Mariah Carey flags. The entrance captured the same attention and intrigue as that of a royal dignitary or ambassador. Mariah then stepped out onto a custom purple carpet branded with an “M” logo, surrounded by paparazzi and thousands of cheering fans. The fans were secured on each side of the carpet by custom designed barricades with purple covers adorned with silver butterfly decals. Members of her security team donned sleek black suits with royal purple ties.

When Mariah entered the store, she was surprised by 50 members of the Brooklyn Music & Arts Program Drumline playing her hit song “It’s Like That.” The Drumline was outfitted in purple M by Mariah Carey shirts, black pants and white tasseled hats. As Mariah walked the entire length of the purple carpet down the Broadway aisle inside Macy’s hundreds of fans cheered and clapped along with the Drumline. The fanfare continued as they packed the entire main floor and crowded the fragrance area trying to get a glimpse of the superstar.

The signing area in the Beauty Arcade was decorated with purple carpet and draping, and a fragrance factice. The area was decorated with lightboxes of the print ad for the fragrance and decorated with MariahÂ’s signature butterflies.

Rob Smith, Executive Vice President of Macy’s, introduced Scott Beattie, Elizabeth Arden’s Chairman and Chief Executive Officer, who made a brief speech about the development of the fragrance and Mariah’s dedication to the creation process. Rob also introduced Mariah, who was greeted by cheering and whistling fans. The fans were overjoyed to see the superstar up close and could not wait to get their chance to walk up on stage to receive an autograph and speak to Mariah! Mariah made a brief speech about how much she enjoyed working on the fragrance and how much of herself went into it. “It was a labor of love,” she said.

More than 15 top national photographers captured images of Mariah on stage with her fragrance. After being interviewed by Extra, Entertainment Tonight, Access Hollywood and MTV News/TRL, a purple table branded with an “M” logo and gorgeous ivory Louis XVI oval back chair were whisked out from the side of the stage for her to be seated. Mariah then began signing the M by Mariah Carey national print ads for 200 adoring fans. The fans were so thrilled to meet Mariah that many burst into tears and a couple showed off their “Mariah” tattoos! An upbeat compilation of Mariah's hit songs played throughout the signing on the fragrance floor to continue the excitement of the fans. Many fans were singing along while waiting for their opportunity to go up on stage.

After the 200 customer signings were complete, Mariah proceeded to the 14th floor for a private photo opp and meet-and-greet with 50 VIP fans. Once all of the customer signings and photos were finished, Mariah posed for photos with executives from Elizabeth Arden and Macy's. She was then taken out to her awaiting Maybach where she was greeted again by cheering fans that stayed outside to catch a glimpse of Mariah before she left the building; hoping for that last photo or autograph. The fans did not stop cheering until Mariah's car had officially left the premises!

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