Product Launch Firework Mascara

Product Launch of the new Mascara for 100 exclusive Influencers. Aim was to provide many content opportunities for social media, to activate product awareness and brand attractions.

Social media is an essential platform for product marketing in the makeup industry, where influencer activation for brand messages often takes place through entertaining and Instagrammable events. For the product launch of the new Firework Mascara, an influencer event was planned to generate maximum attention on social media. The goal was to create an event that would inspire guests to post numerous engaging social posts with product or brand references. Strong visual and emotional content conveying brief yet impactful messages needed to be focused. The objective was to offer efficient content options and exciting brand experiences that would captivate online communities through the enthusiasm of the invited influencers. It was less about communicating product-specific expertise and more about immersing the target groups on site and online in the brand lifestyle.

We moved away from the classic photo spot and instead designed an immersive brand scenery. Therefore, a very special location was purposefully proposed in the pitch. The perfect backdrop for the product presentation, many unique content options and a one-time wow effect: an entire film city with creative branding and event program as immersive brand experience. The Metropolitan Backlot, Europe’s largest outdoor film set, enabled a completely individual and innovative event look that amazed the guests live and on social media. There were no limits to creativity in this location, to stage the brand and product in very original ways. Our own Maybelline New York City, exclusively for one special night.

The idea was to create synergies between the film and event industries, enabling an immersive, creative, and resource-efficient brand experience. The product theme of fireworks was also reinterpreted with stylistic devices and show acts to avoid environmentally damaging physical fireworks.