LOS ANGELES During the Memorial Day holiday weekend in Los Angeles, as folks all over town were passing their time in pools, one brand built its own structure as a way to draw attention at a major tourist center.
M.A.C. Cosmetics celebrated its new Alluring Aquatic collection with a weekend-long activation at Hollywood & Highland—the company's first large-scale event at the store location—that involved a 12-foot aquatic tank on Hollywood Boulevard. At the promotion, attendees found dancers performing synchronized routines inside the tank; the stunt evoked the new color collection's limited-edition teal packaging accented with sheer water droplets, created by creative director James Gager.
A spokesperson for M.A.C. said that Alluring Aquatic is the featured collection for this season and was inspired by the swimming and screen star Esther Williams. (Each season, the cosmetics company produces events centered on the special collections available at counters during that time.) While water-like elements have been incorporated in the past, this was the brand's first event with a custom-designed pool for synchronized swimming. PRG Scenic Technologies was behind the tank and scenic design, and M.A.C. auditioned and cast the performers, working with MSA and Go 2 Talent agencies.
Attendees could also book makeup appointments with M.A.C. artists, and Los Angeles DJ Derek Monteiro spun for the crowd between performances.
The M.A.C spokesperson said social media is a huge part of how the brand communicates with consumers; it has more than seven million Facebook fans, making it the most popular beauty company on the platform. The dramatic visuals of the event paired with the high-traffic outdoor location served as a catalyst for sharing. And a dedicated hashtag created for the event and collection, #MACAlluringAquatic, was included on all invites, mailers, and online communication, encouraging attendees' participation.
The promotional concept premiered in Hollywood and traveled next to San Francisco, where it was the first large-scale outdoor event in the city outside the newly opened M.A.C. Powell Street store. The series will end in San Diego. Overall, the brand’s events are often designed as tours and travel to high-profile venues where M.A.C. stores are located, ranging from three to six cities nationally.