The Photo Audit · Use What You Own
The hero assets already exist.
Six originals, audited and routed. Polished founder and experience shots lead flyers and ads; the casual frames stay on Stories and TikTok where authenticity converts.
Launch Playbook · Saturday, October 3, 2026
The complete campaign behind the first Lumière evening — 22 days from intrigue to last call, every caption written, every placement planned, every contingency answered.
6:30–8:00 PM · Yorkville Studio, Toronto · 10 seats · $59 Early Bird → $69
The Campaign Idea
We are not selling a nail class. We are inviting ten women to one warm table — an evening that feels like a salon and a girls' night, had a beautiful daughter. Some arrive alone and leave with new friends. Some bring their bestie and make it their night out. Everyone leaves with a skill worth far more than the ticket, at a price that finally makes sense, and a set they designed themselves.
The evening includes
Offer structure
EARLY BIRD $59 — first five seats, then REGULAR $69. Ten seats only, and we post the true count: 10 → 7 → 5 → countdown. Never discounted below $59 — the first table is worth full price.
Referral: FIRSTLIGHT10 — she gets $10 off, you get $10 credit.
The engine
Flyer → workshop (10 paid) → she makes her set → she posts it → friends ask "where did you get those?" → they book → reorders → private tables.
First KPIs: 10 paid → 10 posts → 10 testimonials → 3–5 online orders → a waitlist for Workshop #2.
If people ask "when's the next one?" before they leave — we won.
The 22-Day Architecture · Sept 11 → Oct 3
Beautiful nails. Beautiful table. Beautiful details. Then one line:
"What if your next set was made by you?"
Reveal Lumière → follow for first access. No prices yet, no pitches — just the table people will wish they'd heard about sooner.
Reel: walk in → choose your design → sizing → build → apply → finished hands. Carousel of Collection One — ten sets, "which one is you?"
"You could book a manicure… or make your own."
CTA: reserve your seat — $59 early bird.
"Ten women. One table. Your own nail set." Publish the real seat count daily — 7 → 5 → 3. Launch Bring Your Bestie (FIRSTLIGHT10: give $10, get $10). Seed the founder story: why this table exists.
4-3-2-1: "Your table, your kit, your set. Are you in?" Stories 3× daily with countdown stickers. Oct 2 last call: "Tomorrow. 6:30 PM. Ten seats. Your nails, your light."
6:30 arrival, welcome drink, 90 minutes of making, 8:00 departure wearing your own work. Capture everything — the evening is the content engine for Workshop #2.
The 12-Post Calendar · Copy, Post, Book
Twelve posts from intrigue to last call. All CTAs point to the live booking page — site-phi-three-48.vercel.app/book. Post dates assume the Sept 11 start; shift the whole calendar to whatever day you press go.
Post 1 · Sept 11 · Intrigue
What if your next set was made by you? Lumière is coming — follow for first access. #LumiereTO #TorontoEvents
Post 2 · Sept 14 · Desire
Meet Bloom — our most-loved floral. You design it, size it, apply it, wear it home. Which set would you make? #PressOnNails #DIYNails
Post 3 · Sept 16 · Experience
Choose → Size → Build → Wear. Ten women. One table. Your own set. Link in bio to reserve. #TorontoWorkshop #GirlsNight
Post 4 · Sept 18 · Social proof
The finale hits different when you made them yourself. Next table: Oct 3. #LumiereExperience
Post 5 · Sept 19 · Product
From Nude Muse to After Dark. Which one is you? All included in your Oct 3 workshop. #NailInspo #PressOns
Post 6 · Sept 20 · Education
No experience needed. We size, prep, and apply together. Beginner-friendly, beauty-obsessed. #NailTokTO
Post 7 · Sept 21 · Founder
Why Lumière exists: every woman deserves salon-quality nails without the salon appointment. #MeetTheFounder
Post 8 · Sept 23 · How it works
90 minutes and you'll size, prep, design, and apply like a pro. Mini kit to take home. #NailWorkshop
Post 9 · Sept 24 · Urgency
Early bird $59 → $69. First ten get founding pricing. Link in bio → #EarlyBird #TorontoThings
Post 10 · Sept 29 · Countdown
Your table, your kit, your set. Are you in? Who's bringing her best friend? #Countdown
Post 11 · Oct 1 · Referral
Share your link — she gets $10 off her seat, you get $10 credit at the next table. #BringYourGirl #Give10Get10
Post 12 · Oct 2 · Last call
Lumière opens. Your nails, your light. See you Saturday? #LastCall
Story loop (Sept 29 → Oct 3, 3× daily): countdown stickers + link sticker → booking page. Reel script: hook "You could book a manicure…" → sizing close-up → teaching moment → finished hands → "or make your own. Oct 3 · 10 seats · Lumière" → link.
Street Distribution · 150–250 Placements, Not 1,000
Where to place
The personal pitch: "Hi, I'm Ana — I run a small Toronto beauty evening, Oct 3, a ten-person workshop. May I leave a few cards by your register?"
Print order
Countertop mirror cards at checkout ledges out-pull wall flyers. Deep-link every QR with its channel code — src=flyer_salons, src=flyer_cafes, src=flyer_community — so you know exactly which street brought each guest.
The pacing gate · Sept 22
If under 4 seats by Sept 22: activate Bring Your Bestie (2 seats / $100, Stories + WhatsApp only) and seed 2 local beauty micro-creators (2k–10k followers) with complimentary seats in exchange for 1 Reel + 3 Stories from the night.
Success, measured
Flyers & cards placed
QR scans
Paid seats
Ticket revenue
Customer photos
Testimonials
Online orders
Referral leads
Waitlist for #2
Budget guardrails: $150–250 print · $100–200 promo · $100–200 styling · $75–150 refreshments · $150–250 inventory · $100–200 contingency
The Photo Audit · Use What You Own
Six originals, audited and routed. Polished founder and experience shots lead flyers and ads; the casual frames stay on Stories and TikTok where authenticity converts.
Saturday, October 3, 2026 · 6:30–8:00 PM · 10 seats only
The flyers are print-ready in the pack, routed by neighborhood and tracked by channel. They're built for hyperlocal placement — 150–250 precise spots, not 1,000 random ones.
Salons · Lash & brow · Boutiques · Fitness · Cafés · Community boards · Co-working · Campuses
