Production & StrategyExperiential Marketing, Activations & SponsorshipsBeauty ExperientialJune 9, 2014M.A.C. Cosmetics celebrated its new Alluring Aquatic collection with performances in a custom 12-foot aquatic tank on Hollywood Boulevard.Photo: Rich MarchewkaThe tank was highly visible to passersby during the bustling holiday weekend in town.Photo: Rich MarchewkaSynchronized swimmers performed routines for the crowd—and inspired many social media mentions using the hashtag #MACAlluringAquatic.Photo: Rich MarchewkaM.A.C. cast the Esther Williams-inspired performers after an extensive search and audition process.Photo: Rich MarchewkaThe event was inspired by the Alluring Aquatic summer collection's bright teal packaging, accented with water droplets.Photo: Rich MarchewkaAttendees could also book makeup appointments with M.A.C. artists.Photo: Courtesy of M.A.C.Latest in Experiential Marketing, Activations & SponsorshipsExperiential Marketing, Activations & SponsorshipsWhite House Correspondents’ Dinner 2024: Inside the Bevy of Bashes From Big-Name Media BrandsExperiential Marketing, Activations & Sponsorships32 Cool Event Ideas You May Have Missed From Adidas, Red Bull, STARZ, and MoreExperiential Marketing, Activations & SponsorshipsDreamville Festival 2024: See How This Music Event Kicked Off the Outdoor Activation Season for BrandsExperiential Marketing, Activations & SponsorshipsCoachella 2024: Here's What You Missed From This Year's Coolest Parties and Brand ActivationsRelated StoriesExperiential Marketing, Activations & SponsorshipsPhoto ActivationsExperiential Marketing, Activations & SponsorshipsThe Museum ExperienceExperiential Marketing, Activations & SponsorshipsDoes Your Event Need a "Director of Vibe"?Experiential Marketing, Activations & SponsorshipsBranded Press & Launch Events