United States

2020

Maybelline Metro

Entrant Company

Agency Guacamole

Category

Experiential & Immersive

Client's Name

Maybelline

Sub-Category

Brand Engagement Event (NEW)

Maybelline New York, the world’s leading color cosmetics brand, engaged Agency Guacamole, an award-winning LA-based events, social media and PR firm, to concept and produce an influencer and professional make-up artist event in Los Angeles to celebrate the brand’s best products. The August 2019 event ft. a New York-inspired theme, a nod to the brand’s roots, and began with a giant showcase of Maybelline products that have won Allure’s highly coveted “Best of Beauty” Award Inside the private venue in Hollywood, guests were immersed in an environment all too familiar to New Yorkers: the subway system. Taking on a traditionally unglamorous theme, Agency Guacamole built from the ground up an elevated subway scene, reimagining classic motifs like the distinguished mosaic style font and color-coded subway signs and “lines” to reflect brand-owned elements (e.g., Lips, Brows, Face and Eyes). For example, attendees would see a giant subway sign for Eyes and follow the corresponding colored line to the Eye “station”—which was designed to be a Sephora-inspired, fully stocked retail shop where guests could grab their favorite products (for free!). For attendees who wanted to test and swatch the product offerings, there was a 14-foot circular LED uplit “Info Booth” adapted as a “Stop & Swatch” station. Taking another bite of the big apple, the fun, interactive New York theme was continued in its sweet treats shaped like the city’s iconic yellow taxi cabs and MetroCard cookies. The result was a successful event which took guests on an immersive and interactive “subway” ride while also showcasing the best of Maybelline products. Bonus: Our friends at BizBash covered our event in not one but two stories! https://www.bizbash.com/local-venues-destinations/los-angeles-southern-california/article/21094732/los-angeles-event-industry-news-from-maybelline-new-york-the-wrap-airbnb https://www.bizbash.com/style-decor/event-design/media-gallery/21095689/glamorous-takes-on-unglamorous-event-themes

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