On October 27, 2010, in first-of-its-kind fashion, Origins unveiled one of its most significant, high-performance skin care launches in the brand’s 20-year history to over 175 US, Canadian and European editors, publishers, advertisers, retail partners and colleagues at the “Origins Nature’s Skinnovation Lab” exhibit. Housed at Sun West Studios, the first-of-its-kind event introduced guests to the new Plantscription™ Anti-aging serum with African Anogeissus (on-counter February 27, 2011), an amazing first from nature that is clinically proven to have 88% of the visible wrinkle-reducing power of a leading prescription wrinkle ingredient without the challenging side effects. Several elements of the event’s design were inspired by a recent visit to The Liberty Science Center, a children’s museum, in Newark, New Jersey. And, the installation specifically reinforced the compelling story behind Plantscription™ and Origins’ brand positioning of “Powered by Nature. Proven by Science.”
When guests arrived at Sun West, they were greeted with touch screen MP3 players and earphones, so they could listen to the Origins Nature’s Skinnovation Lab audio docent while journeying through the interactive, museum-like exhibit. Guests embarked on their voyage by touching and pressing into a larger-than-life hallway made of impressionable memory foam, as a tactile example of strong, youthful skin. Next, guests navigated through the mirrored “Fibrillin Obstacle Course” where they plucked floor-to-ceiling rubber bands, exemplifying the essential layer of skin responsible for the formation of elastic fibers. Then, guests traveled into a room representing other signs of aging including roughness, crepiness and discoloration, where they viewed a 15 foot tall image of a woman’s face and touched physical examples of aging skin conditions. Afterwards, guests transported themselves into the “Africa Room” where they learned about the homeland of the revolutionary key ingredient behind Plantscription™ – the Anogeissus Tree – and its heritage, traditional applications and how Origins discovered its genius use for skin care.
Once guests finished playing in the interactive lab, they took their seats for the formal presentation. Jane Lauder, Origins Global President and General Manager, welcomed guests and expressed her excitement for the significance of Plantscription™, as it unequivocally relates to and strengthens Origins brand positioning. She also introduced special guest speakers Dr. Marcus McFerren, a board-certified practicing dermatologist who holds an M.D. and Ph.D in Ethnobotany and Phytochemical Ecology, and Dr. Lieve Declercq, Origins Global Spokesperson of Plant Physiology and Molecular Biology. After Jane, Dr. McFerren a took the stage to present his travels to Uganda and his studies in the Virunga Mountains with chimpanzees, as he observed the way they used plants as medicine. He also relayed his involvement in the clinical testing of Plantscription.™ And finally, Dr. Declercq revealed Plantscription™ to the audience. Dr. Declercq highlighted the product’s star ingredient, key benefits and impressive clinical test results. Guests were then invited to enjoy lunch consisting of cuisine inspired by Plantscription™ and further explore Origins Nature’s Skinnovation Lab.