A theater full of guests in pink celebrating at the Infinite Icon premiere

Parlux × ULTA Beauty / NYC Premiere

Infinite Icon with Paris Hilton

A two-part, pink-hued celebration of Paris Hilton's documentary premiere — from Regal Essex to a weekend takeover at ULTA Chelsea.

        
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The brief: create a high-impact, two-part experiential activation to celebrate the premiere of Paris Hilton's Infinite Icon documentary — driving in-store traffic to ULTA Beauty's new Chelsea store, sparking cultural buzz, boosting fragrance sales, and fueling social amplification through unforgettable, share-worthy moments.

BMF brought Infinite Icon to life in true Paris style. At Regal Essex, guests were immersed in glam and pop culture — an exclusive preview screening with a special on-stage appearance and live commentary from Paris alongside Lele Pons, flowing into an ICONIC after-party of pink-hued indulgence. The experience extended into a weekend takeover at ULTA Chelsea, where branded photo moments, bottle personalization and a pink hot chocolate stand cut through the winter chill.

Pink-hued indulgence. That's hot.

×2 One icon, two takeovers — premiere night and a full ULTA weekend.

Part one — The premiere

Regal Essex / Screening & after-party

Paris Hilton on the glitter step-and-repeat with the ICONIC fragrance

01 / Guest arrivals

A bold first frame

Guests were welcomed at the step-and-repeat alongside the ICONIC fragrance factice — a photo moment from the first step inside.

Guests in pink with Paris Hilton gifting at their theater seats

02 / Iconic gifting

Surprise & delight

Every seat came stocked — custom BonBon candy, a Paris Hilton blanket and pink tracksuit, foam wand, all in a branded Paris tote.

03 / Screening & Q&A

The queen, live

Paris opened the screening in person, with exclusive clips and live commentary alongside featured guest Lele Pons.

DJ spinning behind the That's Hot booth at the after-party

04 / After-party

DJ, turn it up!

The "That's Hot" DJ booth became the photo moment of the night — DJ Claire Jones on the decks, joined by Paris herself for a surprise set.

Paris Hilton celebrating at the pink concession takeover

Part two / ULTA Chelsea

The weekend takeover

Branded photo moments, bottle personalization and a pink hot chocolate stand outside the new Chelsea store — driving fragrance discovery, sales and social buzz through the winter chill.