The Maybelline New York make-up brand is celebrating its 100 anniversary this year with a campaign spanning several months. The central element of this is a Germany-wide road show conceived and organised by the PP Agency for Events & Promotions. The Frankfurt agency also developed various event settings for this which presented the product range and supported the community based social media campaign “100 Years Maybelline“.
The glamorous start of the Maybelline New York anniversary year was formed by the jubilee show for the Mercedes-Benz Fashion Week Berlin in January which was developed by PP in cooperation with the lead agency McCann and Matt Circus.
At the same time, the Maybelline Pop-up Store also celebrated its debut – at this side event for the Mercedes Benz Fashion Week Berlin, guests were able to spontaneously visit the make-up school where they could get professional advice and their make-up done by the Maybelline experts.
For the start of the official roadshow at the end of May, Maybelline returned to Berlin with the pop-up store which was developed by the Frankfurt event agency.
The event module includes make-up and styling spaces, a lounge and its own sales and cash desk system. The eye catching pop-up store is complemented by the Maybelline Make-Up Express - an original yellow New York taxi. At each tour stop, the winners of the online competition have the opportunity to be collected by the Make-up Express and driven to their styling appointment. The city events are all advertised via print media, internet and social media channels.
The Maybelline pop-up Store is touring through six further German cities until the end of August.