Makeup by Mario, the beauty brand started by celebrity makeup artist Mario Dedivanovic, approached us to create an event for the launch of their SurrealSkin™ Awakening Concealer. Mario, who rose to fame as Kim Kardashian’s makeup artist, designed the brand to give people the ability to recreate his signature looks with effortless application. The new caffeine-infused concealer was the latest addition to his star-worthy collection, providing people with a naturally lifted complexion.
Keeping with the theme of the Awakening Concealer, we created the ‘Wake-Up By Mario’ event with the SurrealSkin™ Awakening Concealer Coffee Truck as the centerpiece. The truck featured a custom product display showcasing the full-color range and, of course, supplied coffee to everyone at the event. The activations took place at two locations in New York during one of the most exciting times of the year, New York Fashion Week (NYFW).
The custom-branded, iconic Chevy P10 truck drew crowds of over 1000 people across the two-day event. Attendees enjoyed SurrealSkin™ Awakening Concealer samples, exclusive Makeup by Mario magazines, and custom totes to store their goodies. On their way out, guests had the opportunity to choose a cold brew offered in three shades from the collection: 180 (with milk), 440 (a splash of milk), and 660 (no milk). To top it all off, Mario himself made a surprise appearance, making the events truly unforgettable.
The activation was a resounding success and gained attention both online and offline. Videos showcasing the customization of the truck were utilized by Makeup by Mario, generating excitement for the event and increasing the number of attendees. The activation even earned a feature on The Business of Fashion, providing it with a major stamp of approval.
