This final paper investigates and explains the process of planning and organizing an event, an example from practice is Loreal Luxe, one of the leading cosmetics companies, and specifically analyzes the presentation of the Libre YSL perfume at the Mimara museum in Zagreb in 2019. The aim of the work is to provide insight into the key steps and strategies used in planning and organizing this event. The paper analyzes the very concept of the event, its purpose and goals, and discusses the importance of detailed research of the target audience in order to adapt the event to their needs and expectations. Furthermore, the process of selecting and engaging relevant stakeholders and partners, as well as logistical aspects, is discussed. Special attention is paid to marketing strategies and promotion of the event, including the creation of invitations, the role of sponsorship, public relations, and human resources management is explained. At the end of the paper, conclusions are drawn. This paper provides insight into the complexities of planning and organizing events, and provides practical guidance and real-world examples that can serve as a foundation for successful implementation of future events.