We flew 40+ global beauty influencers from across the world  to NYC to experience a series of 9 immersive events across 4 days. From cocktail parties, an intimate lunch and bespoke wellness mornings to our very own lab-inspired factory, we were tasked with amplifying confidence messaging & NYC brand roots and introducing the newly named faces of the brand, Elizabeth Olsen, Yara Shahidi and NiNi.

We ran hospitality to ensure a smooth guest experience including transport, a concierge service, and room gift drops to surprise and delight the influencers.

Experiences were held at on-brand venues such as Mansur Gavriel, the 42 Crosby Street penthouse and Spring Place. There, we developed highly shareable moments at each event such as a personalized post-it note art installation, Rube Goldberg inspired projection wall, good-for-you ingredient food/product displays + interactive candy stations.

We led programming with a diverse list of female partners including Athena Calderone, Poppy’s Catering, and aura artist Radiant Human.

On the whole, the project worked to reinforce authority in the face makeup category and celebrate the brand’s NYC heritage and SoHo roots.

The 800 social posts created by the influencers garnered over 31M impressions and over 4M engagements.