Role:

Supported production of Salwa Petersen’s brand relaunch event in collaboration with @treehousesocialclub.nyc and celebrity hair stylist @mischag. I helped by coordinating editor and media outreach, guest list management, event logistics, and on-site execution. I worked to create a seamless salon experience that helped introduce the Cheribe products to beauty editors, creators, and industry partners while supporting the brand’s visibility and launch objectives.

Highlights:

Generated editorial placement in BYRDIE, CNN Underscored, WWD, Cosmopolitain, and Vogue.

Introduced Cheribe products to celebrity hairstylists, beauty editors, and creators contributing to long-term industry adoption and brand visibility.