MUSE Platinum

2025

Product Launch Firework Mascara

Entrant Company

Pure Perfection GmbH

Category

Experiential & Immersive - Interactive Outdoor Event

Client's Name

L’Oréal Deutschland GmbH

Country / Region

Germany

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.

More Platinum Winners
Branded Content
2025
MUSE Advertising Awards - TimeSpirit
The Macallan

Entrant Company

Master For You Agency

Category

Branded Content - Partnership (NEW)

Country / Region

Spain

Video
2025
MUSE Advertising Awards - Live Like There is a Tomorrow

Entrant Company

Anatomy: The Internal UCHealth Agency

Category

Video - TV Ad Campaign

Country / Region

United States

Video
2025
MUSE Advertising Awards - Try It With Google Feat. Leslie Jones

Entrant Company

NBCUniversal

Category

Video - Celebrity / Fan

Country / Region

United States

Branded Content
2025
MUSE Advertising Awards - Nissan Kicks x Niki Buzz Music Journal Film

Entrant Company

ADMERASIA

Category

Branded Content - Entertainment

Country / Region

United States

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy