Maybelline NY – The FaceShow

During Berlin Fashion Week, Maybelline New York celebrated its role as a longstanding sponsor by launching the first-ever Make-Up Runway, ‘The FaceShow’. This landmark event showcased groundbreaking makeup looks and provided a platform for powerful expressions of the brand’s cutting-edge aesthetics.

Execution:
The show was an immersive experience, held at the iconic Motorenwerk with a 30-meter runway flanked by 4K projections, which was attended by over 1,000 fashion VIPs. It featured innovative themes and products, highlighted by performances from notable supermodels and insights from global beauty influencers. Each presentation was tailored to reflect individual beauty trends, such as angel wing eyes and lip contouring, through a combination of live catwalk visuals and atmospheric video content produced by flora&faunavisions.

Impact:
‘The FaceShow’ not only reinforced Maybelline’s reputation as the top beauty expert but also significantly boosted sales. The makeup looks displayed were directly linked to product purchases via an interactive video, enhancing consumer engagement through social media platforms. The campaign was highly successful, earning accolades including:

Silver at Galaxy Award 2017
Silver at FAMAB Award 2017
Gold at Bea Award 2017

Credits from McCann Worldgroup:

Creative Directors: Yiannis Lapatas, Cass Zawadowski, Rainer Klehn
Art Directors: Katharine Wersdoerfer, Irene Scherer, Christiane Schlinge,
Copywriters: Teresa Berude, Desiree Apfel
Account Director McCann: Anna Saric
Head Account Director MRM//McCann: Marco Rueter
Senior Account Manager: Heike Niesolowski

Motion Design: flora& Faunavisions