When a Brand Came to Life

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THE PLAN: Reimagine Scentsy’s 20th Anniversary Family Reunion as an immersive, story-driven world that celebrated two decades of entrepreneurial spirit and sparked inspiration for the next generation of consultants. The plan was to move well beyond a traditional conference and create a living, breathing museum where Scentsy’s history, culture, and community could shine in full color.

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THE GOAL: Strengthen connection across Scentsy’s global consultant base by building an environment that blended celebration with learning. The goal was to honor where the brand has been, energize where it's going, and give consultants a place to gather, discover, and reconnect with the heart of the Scentsy mission.

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More than 7,500 Scentsy Consultants (plus thousands more family members) from 12 countries and all 50 United States invaded Orlando for Scentsy Family Reunion 2024.

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THE PLAYBOOK: LaineGabriel transformed the Family Reunion into a 300,000-square-foot, museum-inspired experience filled with immersive storytelling and community-focused design. A gallery-style layout connected training zones, product demos, and a custom-built history exhibit, guiding attendees through the space with clear walkways, welcoming entrances, and theater-style moments.

Interactive touchpoints from photo ops and polling stations to giveaways and larger-than-life Scentsy Buddy installations invited consultants to engage, play, and linger. Accessibility was intentionally woven throughout the experience, including multilingual support through the event app. The storytelling was so resonant and visually striking that several installations were later added permanently to Scentsy headquarters.
 

THE RESULTS: SFR2025 became more than an event; it became an experience consultants described as inspiring, personal, and unmistakably Scentsy. The space brought the brand’s entrepreneurial energy to life and fostered deeper community connection, setting a new benchmark for future gatherings.

The impact was felt across 400,000 square feet (including the 300,000 sq ft museum) of immersive design, complete with live demo stations, video installations, and a level of engagement that strengthened Scentsy’s multi-year creative partnership with LaineGabriel. The impact of the event was tangible:

• This was Scentsy's largest attended event.

• Sales increased internationally within the two quarters proceeding the event. 

• The hashtag #SFR2024 received the highest number of impressions (unique people) 1.2M – 2.0M and an Estimated Impression (total views) of 3.25M views.