The Challenge:
In a space where innovation is often confined to sample packs and spec sheets, Cosmetica Labs wanted to break the mold. The goal was to create immersive, memorable experiences that didn’t just showcase products, but made decision-makers feel the connection.
The Insight:
Formulas are only part of the story. For brand leaders, the magic happens when science meets storytelling. In-person experiences, when done right, can fast-track emotional connection, spark product imagination, and open the door to deeper partnerships. Especially in beauty, touch, sound, and surprise are powerful tools.
The Idea:
Turn innovation launches into branded worlds. Every activation, whether at a trade show or a pop-up, was designed to feel editorial, unexpected, and multi-sensorial. We created a series of destination-worthy experiences across North America, each one tailored to showcase Cosmetica’s creativity while tapping into cultural moments and localized energy.
The Execution:
We brought the Cosmetica brand to life through a series of bold, highly curated experiences:
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A Brooklyn pop-up inside a working carousel, blending playfulness and nostalgia with modern formula showcases.
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A SoHo event in an immersive digital gallery, where interactive visuals and projection-mapped textures let guests “step into” formulations.
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A Vegas Studio 54-inspired venue featuring a hot pink Hummer limo transporting VIPs to a sensorial showroom. This included an ASMR texture room where guests experienced formulas through touch, sound, and performance.
Invitations were targeted to decision-makers across product, brand, and innovation creating not just buzz, but real business momentum.
Key Results:
90% average attendance rate across events. ~40 key decision maker meetings per event. 5-10 qualified new leads per trade show and media/influencer features of all pop-up shows to build industry trust and customer credibility. These events made Cosmetica the winner of the Beautymatter NEXT award for Best Contract Manufacturer in 2022 and 2024, and finalist for Beauty's Best Awards in 2024 for the Beauty Tech and Innovation category.
My Role:
Director of Marketing and Product Development