Product Launch Firework Mascara

The Firework Mascara launch by Maybelline New York redefined non-paid influencer events, transforming a film city into an immersive brand world. Instead of traditional product presentations and photo spots, the event focused entirely on creating highly engaging, shareable content opportunities. That needed a very special location. The Metropolitan Backlot at Filmstudio Babelsberg, Europe’s largest outdoor film set, provided the perfect backdrop to amaze guests both live and on social media. An experience that blended the glamour of Hollywood with the bold, urban identity of Maybelline New York for one unforgettable night.

With efficient and creative use of resources, Pure Perfection developed an interactive cityscape where entire building facades became part of the brand storytelling – from walk-in shop windows to out-of-home advertisements, creating a visually stunning and scenic backdrop. Sustainable production choices, like working closely with the local film set designers and renting film props from their stock, elevated the design’s authenticity while minimizing environmental impact.

The guest journey started before the event, with a Firework Mascara explosion box sent to the 80 non-paid influencers, generating (online) excitement. The location itself was a surprise until the joint opening of Maybelline New York City. With a large open-air stage for brand messages and show acts, food trucks and outdoor bistro tables, we hosted the first-ever brand event at this venue. A city rally challenge was specially designed to engage both in-person and online communities and the influencers got enough time to explore content opportunities independently.

By transforming a film city into an immersive brand experience, Maybelline New York didn’t just launch a product—it ignited social media with an innovative look in beauty events.