To launch COVERGIRL’s New TruBlend Undercover Concealer, we designed a Complexion Masterclass event at the Times Square flagship store. A press preview for beauty editors and influencers, guests begin their journey with a “choose your own adventure” experience, building their makeup kit before attending masterclass. A COVERGIRL TruBlend Concealer installation is the hero attraction, with surrounding product displays for eyes, face and lips. Class is led by celebrity make up artist Ash Kolm, where guests get a firsthand opportunity to try innovative projects and interact with Ash, boosting social and editorial coverage. A fun COVERGIRL TruBlend Concealer photo moment boosts more shares of the new product.

ROLES: Creative Direction, Event Design, Graphic Design
AGENCY: Dera Lee Productions
TEAM: Creative Director / Designer, Wendy Hu. Lead Producer, Dera Lee. Fabrication, RollOut.