When Aveda launched its Outer Peace Acne Relief line in July, it marked the largest skin care launch in the company's history. To raise awareness of the Outer Peace products and their acne-fighting ability, Aveda incorporated a fully integrated marketing campaign, which, along with traditional advertising and PR, included a MySpace.com page, a mobile spa unit called the Outer Peace Patrol and private parties for teenagers in New York City, Los Angeles and Minneapolis.
The parties, held in conjunction with Teen People magazine, were invitation-only affairs. Teens were offered the chance to win an invite by writing an essay about what beauty means to them. Out of thousands of entries, 25 winners were selected for each party. Each winner was able to bring a friend along with them to the party, where they enjoyed facials, styling, makeup applications, personal aroma blending and an appearance by singer and Outer Peace spokesperson, India.Arie. According to Vicky Melen, Aveda's global communications manager, Arie is the perfect fit for Aveda and also a great messenger for the skin care line's theme of "Outer Peace and Inner Beauty."