Cannes as the Stage of the Perfume World

During the TFWA World Exhibition & Conference in Cannes, a time when the international perfume and beauty industry gathers on the Côte d’Azur, Mind Games utilized the city's unique energy for an exclusive event format. This strategic approach achieved a social media reach of over 1.6 million. While numerous brands relied on large-scale stagings in hotels or on the beaches, Mind Games deliberately opted for a more personal and selective approach.

A Curated Experience on the Water

Mind Games invited customers, distributors, and selected partners to a private event on a yacht. This intimate setting provided the space for genuine encounters, far removed from the classic dynamics of a trade fair. The format was complemented by a cocktail event featuring selected influencers, which specifically prioritized exchange and the quality of contacts.

Brandertain Brings the Right People Together

As seen in other international formats, Brandertain played a crucial role by specifically inviting and bringing together relevant guests across national borders. In addition to German influencers, French Key Opinion Leaders were included in the event for the first time, marking a significant step in expanding the brand within the French market.

Building True Relationships

The experience was rounded off with a shared dinner at La Mome in Cannes. In a relaxed atmosphere, guests were able to continue their conversations, deepen connections, and enjoy the evening together. The combination of an exclusive setting and targeted invitations demonstrates how Mind Games and Brandertain collectively go beyond classic PR. The focus is not placed on short-term visibility, but rather on building sustainable relationships with Key Opinion Leaders in a personal, authentic manner and at eye level. This is an approach that ultimately yields a stronger long-term impact than any pure reach-based strategy.