Maybelline New York

Maybelline New York product launch

Brief

Pead PR was briefed to launch a selection of new Maybelline New York products to media and trade.
Maybelline New York was looking for an innovative way to present eight new products to the range. They included star products Dream Nude Airfoam Foundation and Volum’ Express ‘The Falsies’ Flared Mascara due in stores in mid-2012.
 

Solution

Pead PR recommended the new product launch as being an ideal opportunity to introduce Maybelline New York make-up artist Nigel Stanislaus to New Zealand beauty media.
Australia-based Nigel was brought to New Zealand to host the launch which took place across two afternoon sessions. In an interactive presentation, Nigel used Maybelline New York products to demonstrate how to achieve new season make-up trends and every day make-up ‘wants’.
Guests were encouraged to ask Nigel questions about the new products and how he was using them during the demonstration. They were also offered one-on-one time with Nigel after the event.
Around 30 guests attended the launch at the Eden & Stokes Showroom at Pead PR. The venue and accompanying refreshments were themed to reflect the five-star launch product Dream Nude Airfoam Foundation.
 

Result

A collection of top beauty and fashion media was present at the event including the beauty editors of Girlfriend, Crème, NZ Woman’s Weekly, Good Health, Woman’s Day and Sunday Magazine. Beauty bloggers also attended including the editors of pamperedandpolished.co.nz and coupdemainmagazine.com.
Feedback from guests was extremely positive with numerous influential beauty media tweeting about the event and the exciting new products. Beauty blog and online posts appeared soon after the event, reviewing the products and showcasing Nigel’s tips.
As a result of the launch, media have actively sought comment from Nigel and coverage of the new launch products has exceeded expectations.