Stark Matthews for the launch of Tarte Face Tape, the new foundation to join their cult concealer Shape Tape.
We were appointed by the Tarte Cosmetics US team to work across their mega-launch of Face Tape in Australia. Tarte has a hugely loyal influencer fan base in Australia which meant this needed to be a BIG event and of course, a lot of fun!
Tarte are known for their fun, interactive events and this launch in Australia needed to be just that, and more. Tarte also wanted to celebrate the arrival of Face Tape with the Sephora cast members (in-store staff) so we needed to ensure the concept and venue was suitable so that we could invite them along to part of the celebrations.
We transformed the upper and lower deck area of Watson’s Bay Hotel into an interactive world of Tarte Cosmetics. Think an abundance of Instagrammable photo moments, product engraving, hair styling, life size Face Tapes, shade matching and a DJ – we had it!
The day kicked off with media one-on-ones with Tarte’s Global Trainer, Brian Granoff, before a media only showing followed by an influencer event in the afternoon. After a short break the evening then commenced with over 100 Sephora cast members joining us for the night time affair.
The sheer excitement from attendees throughout the day of the event made the hours of bump in to perfect each interactive element worth it. The numerous photo opportunities for our guests elevated the social sharing of the event and provided influencers with content for their platforms.
With over 125 guests in total this has been one of our highest attended events to date. This resulted in hundreds of social clippings at the event and in the days following.