On July 16-17, 2016, the open air VK Fest festival took place in the Park of the 300th Anniversary of St. Petersburg. iMARS’s team of PR specialists provided integration of the cosmetic brand essence in Russia’s biggest open-air festival. The “Fashion and Beauty” platform, where the essence cosmetic zone was located, supported by the iMARS team, boasted colorful presentation, an unusual beauty ring, groovy music, dance and photo competitions, and giveaways. Across the two days, VK Fest attracted over 100,000 people, which was accompanied by Russian performers: Elka, Brainstorm, Assai, Maks Korzh, IOWA, Magicool, Nogu Svelo, the legendary B-2 and many others.