The Glendale M by Mariah Carey launch had one of the largest turnouts in MacyÃ‚â€™s West product launch history. There were fans lined up around the building just waiting to catch a glimpse of Mariah Carey and experience her debut fragrance.
Inside, Mariah stepped out onto a custom purple carpet in front of huge blow up posters of the M by Mariah Carey national ad and gorgeous custom purple drapes. She was greeted by thousands of cheering fans; some fans were crying, others were snapping pictures with their camera phones and others were waving memorabilia of the superstar, such as old magazines with Mariah on the cover, Mariah t-shirts and more.
Mariah was greeted by cheering and whistling fans who were overjoyed to see the superstar up close, and could not wait to get their chance to walk up on stage to receive an autograph and speak to her. Mariah made a brief speech about how much she enjoyed working on the fragrance and how much of herself went into it. She wished everyone a Ã‚â€œHappy ThanksgivingÃ‚â€ and began the signing.
The entire beauty area was transformed into Ã‚â€œMariahÃ‚â€™s World,Ã‚â€ showcasing nothing but M by Mariah Carey fragrance branding. Visuals included: custom purple carpet and draping, an M by Mariah Carey fragrance factice, lightboxes highlighting the national M by Mariah Carey print ad and poster size blow ups of the logo and print ad, placed throughout the beauty area.
More than 22 top national photographers captured images of Mariah on stage with her fragrance. After being interviewed by ExtraÃ‚â€™s Tanika Ray, a purple table branded with an Ã‚â€œMÃ‚â€ logo and gorgeous beige suede chair were whisked out from the side of the stage for her to be seated. Mariah then began signing the M by Mariah Carey national print ads for over 300 adoring fans.