Caruso Beauty & Lifetime Experiences Case Study

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Case Studies| Beauty & Lifestyle

CASE STUDIESBEAUTY & LIFESTYLE

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Introduction to Caruso Affiliated BEAUTY & LIFESTYLECase Studies of Collaboration

For the fifth year in a row, M∙A∙C Cosmetics selected The Grove as its West Coast stop on the “Magic of the Night” holiday glam and jam tour.

Covering the famed Grove Dancing Fountain, the staged installation became a futuristic wonderland that rocked with a range of live performances and surprises. Musicians played the blues, a live DJ spun and singers entertained the thousands of of Grove guests over the three-day event.

“Backstage,” M∙A∙C artists provided holiday-hued makeovers at beauty stations staged like mini dressing rooms. The popular engagement was booked up online more than a week in advance, with a line of “stand by” hopefuls waiting in the wings to get their glam on.

Local fashionistas and bloggers flocked to The Grove – whether to rock some new makeup or simply rock to the music.

M∙A∙C COSMETICSMAGIC OF THE NIGHT

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CITI PRESENTSSIMPLY STYLISTFASHION &

BEAUTY CONFERENCE

The Simply Stylist fashion and beauty conference connects career-minded fashionistas, beauty lovers and geek-chic techies together in a space where they can network and learn from experts in their field. With conferences in LA, NYC and Chicago, The Grove has hosted the West Coast event for three years with a multi-day, ticketed experience featuring fashion and beauty tastemakers, stylists, designers, bloggers, editors and tech mavens including Tyra Banks, Allesandra Ambrosio, Joe Zee, Jamie Chung, Olivia Culpo, Aimee Song and Whitney Port. Presented by Citi, it was also sponsored by tenants including Barneys, Topshop and Nordstrom.

Simply Stylist also featured networking events, mixers and workshops, all designed to help fashionistas connect and build lasting relationships with other style obsessers, companies and brands.

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Introduction to Caruso Affiliated ENTERTAINMENT: TELEVISION

CITI PRESENTSPRETTY LITTLE

LIARSCOSTUME

CONVERSATION

Citi cardmembers were invited to a special event featuring ABC Family's hit show, Pretty Little Liars. This unique event showcased two of the show's leading innovators - trendsetting costume designer, Mandi Line, and the show's creator and executive producer, Marlene King - in a discussion moderated by Entertainment Tonight's Leanne Aguilera.

The discussion encompassed behind-the-scenes stories, inspiration for the show's storylines, and insight into how the costumes and characters in the series have evolved each season.

Prior to the event, guests had an opportunity to take a souvenir photo in front of a green screen photo booth and browse a gallery of costume displays with wardrobe pieces featured on the show.

Case Studies of Collaboration

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SEPHORAA PARK

MAKOVERTAKEOVER

When Sephora opened a brand new retail store at The Grove, it celebrated by taking over The Park for a dazzling makeover experience that couldn’t be contained within its brick and mortar space.

Under a dramatic canopy of bold black and white stripes with pink and red kisses, thousands of girls and women of all ages enjoyed makeup tutorials at individual, mirrored stations beneath glittering chandeliers. Sephora’s three-day grand opening celebration left guests polished to perfection.

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Introduction to Caruso Affiliated BEAUTY & LIFESTYLE

When MAKE UP FOR EVER took its Liquid Foundation on an experiential tour, its LA destination was The Americana at Brand. For two days, a giant pop-up makeup studio invited guests to achieve their most selfie-ready skin, experience their ground-breaking Ultra HD Liquid Foundation and meet YouTube Beauty celebrity, Chrisspy.

The Be Flawless. Be Confident. Be You. event celebrated the best-selling foundation as pro-makeup artists provided exclusive shade-matching consultations with the Ultra HD Foundation, the first and only foundation designed to be invisible to lenses of the most advance camera technology as well as the naked eye. Guests were able to see their newly elevated complexions come to life as professional 4K cameras captured photos, which guests shared to social media, hashtag #shareyourshade, for a chance to be a part of their live photo wall.

Over the two-day event, hundreds of makeup enthusiasts lined up to experience a makeover, enter to win prizes and receive a gift bag with complementary products.

MAKE UP FOR EVERINVITES

GUESTS TO#SHAREYOURSHAD

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Case Studies of Collaboration

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THANK YOU

Marketing

Caruso Beauty & Lifetime Experiences Case Study