Kaplow forged brand-elevating and unexpected alliances in the worlds of art and entertainment for St. Ives to launch Elements. First, an insider fete for beauty media at the newly opened New Museum of Contemporary Art in NYC’s Lower East Side. This event featured a specially-commissioned exhibit that included paintings from Gloria Kaplow, Liz Kaplow’s mother, and were literally the first works of art to be exhibited at the newly opened museum. Next stop: St. Ives Elements rolls into The Sundance Film Festival via a St. Ives Sensory Spa and Gallery in conjunction with the Charlize Theron film, Sleepwalking. Hugely exciting for St. Ives and for Kaplow!