Fenty Beauty
HELLA THICC Mascara
Background & Objectives
HELLA THICC mascara launch
We hosted the launch of Fenty Beauty HELLA THICC mascara, welcoming over 500 Fenty-fam members to our HERE at Outernet venue for this two-part event. This event was a celebration of the brand and the wider Fenty Beauty collection, following Rihanna's amazing Super Bowl performance a couple of weeks prior.
The Solution
An immersive Fenty Beauty experience
The day began with an influencer session which later opened up to consumers. Guests were invited to celebrate all things beauty in this interactive use of the space. The main focus of the event was the beauty stations which displayed Fenty Beauty products and gave visitors the opportunity to have a makeover from a professional make-up artist.
The branded activation in the Now Arcade, Hexagonal Fenty-fied make-up stations, and other decorative elements mimicking the shape of the products made for an immersive Fenty Beauty experience.
It was a delight to work with Perfect Cartel for the event production and Zafferano on the catering for this event. Bespoke crafted cocktails - ‘Hella Spicy Margaritas’ and ‘Hella Blush Martinis’ - perfectly reflected the Fenty's vibe.
The main focus of the event was the beauty stations which displayed Fenty Beauty products and gave visitors the opportunity to receive a makeover from the professional make-up artists on hand.
Results
The event reflected the essence of Fenty's brand
Overall the event reflected Fenty's brand essence. The stairs, pillar, and main LED screen in the venue played campaign content, effectively bringing the essence of the brand into the space. Among the popular features, the Glambot and the Fenty Beauty branded step and repeat offered guests the chance to showcase their makeup looks.
Social impact
Influencer session to promote event
Hospitality
Bespoke design cocktails
"Partnering for the third consecutive year on a high-impact launch moment for Fenty Beauty, Perfect Cartel designed and executed a standout 7-hour back-to-back press, influencer, and consumer moment at the new Outernet in central London."
Claire Berry, MD Perfect Cartel