A new release from the legendary US beauty brand always attracts attention. And this one, at Westfield Arkadia to promote its latest mascara, attracted a lot of attention.

The brand set up a site over a weekend in June 2023, complete with an onsite promotional makeup zone – where visitors, expertly assisted by professional MUAs – were invited to test products from across the Maybelline brand before capturing their new look and creating their own avatar at the onsite photobooth, with images live-streamed to a giant LED screen on the centre’s facade.

If that wasn’t attention-grabbing enough, the screen employed a 3D effect to showcase avatars of May – Maybelline New York’s first virtual ambassador – and high-profile (very much human) brand ambassador, Gigi Hadid, alongside images shot on the day. Needless to say, it caused quite a stir among visitors to the centre.

Back inside, there was plenty more fun to be had, with brand influencers offering inspiration and advice, a vending machine delivering gifts, and sweet treats, including lemonade and candy (as the say in the Big Apple), while the party remained permanently started with a DJs taking to the stage across the weekend for a fun, action-packed and, yes, high-impact event.

Key facts

• Product launch event

• Interactive in-store event with branded pop-up with tuition, giveaways and performances

• Images live-streamed to a giant LED screen on the centre’s façade

• High-impact visuals and photo-sharing opportunities created buzz on socials