"Relaunching a brand with 'Makeup for Maximalists'

How do you elevate the relaunch of a legacy beauty brand in a totally new landscape? When IL Makiage brought us the 'Makeup for Maximalists' tagline and tasked us with activating the Grand Opening of their Soho Pop-Up Store - we knew just what to do!

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First, we partnered with international supermodel Shanina Shaik - a woman known around the world for her Maximal approach to life, beauty and fashion. As our ambassador and curator for the evening, Shanina worked with us to invite out ultimate NY crowd of tastemakers, style experts, media mainstays & influencers to the influencers. 

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Once on-site, all guests were treated to the ultimate runway styling by the in-house beauty experts. Right alongside Shanina, the guests received personalized beauty consultations, on-site makeovers and deep-dives into how to make the brand fit within their beauty routines. The night was maxed out with a decked out dance party, featuring live DJ's, custom cocktails, selfie stations and so much more! Check it out!