1 year ago
27
On Wednesday, Unilever’s head of beauty marketing, Jessica Grigoriou, arrived at “Hotel Nexxus” — a multi-level, two-day, custom-built activation in Los Angeles to promote the brand’s new styling range. She was facing a hurdle: Spokesperson Sofia Richie Grainge was sick and unable to attend the event centered on kicking off her new partnership.
Grigoriou, who oversees marketing, performance and engagement for Unilever’s hair portfolio, had less than two hours to pivot the Nexxus activation, which included programming with Grainge designed for influencers, media and NYC-based beauty editors in town on a corresponding press trip. All were expecting to meet and interview Sofia, as well as watch a masterclass with her and her longtime hairstylist.
“It was a bit of a hectic moment,” Grigoriou told Glossy. “Everyone was, of course, understanding. I shared she was unwell and unfortunately couldn’t join us. We were fortunate that we had her stylist and close personal friend of hers, Kathleen Riley, [who still] led the masterclass. And, surprise! I got to be the model [instead of Sofia].”
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