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MAYBELLINE

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Conceptualization:

50%

Implementation:

50%

MAYBELLINE HOUSE - NYFW 2019

Maybelline - NYFW House

Client:

Maybelline - NYFW House

Industry:

Beauty

Type:

Pop-Up, Influencer

Location:

New York

KPI:

The house was packed all weekend long with over 1000 guests on just Saturday and Sunday. In the short weekend the house garnered:


5M impressions

+711,000 reach

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CHALLENGES

In 2019, Maybelline celebrated their tenth anniversary as the New York Fashion Week beauty sponsor by bringing back the Maybelline House bigger and better than ever before. They tasked us with concepting ways to incorporate a full line of products including foundation, eyeshadow, lipstick, and eyeliner in an immersive and shareable environment.

STRATEGY

GRADIENT brought to life the “New York-ness” of the brand by creating the quintessentially New York loft, transforming a raw venue space into the Maybelline House, where guests could find a respite from the craziness of fashion week. Guests were greeted with an entry moment where they could parktake in the ultimate NYC gritty supercut. They were able to lounge in the FitMe and City Mini living room featuring, the custom 64 shades integrated on furniture complete with an interactive wall of life sized eyeshadow pallets. Ashley Longshore’s art received a matching dining room complete with a lipstick chandelier, and guests were able to create a custom lip color in the SuperStay kitchen. Lastly, guests visited the Tattoo Studio bedroom where they could have a makeup artist apply the perfect fall 2019 eyeliner wing.