May – September 2017 | NYC, Toronto, San Francisco, Los Angeles


Design and execute a COVERGIRL consumer experience at ipsy Gen Beauty and BeautyCon Festival that would differentiate the brand from the competition, provide a platform to create buzz and content around the New Vitalist Healthy Elixir Foundation product launch and deliver a positive, engaging Vitalist shade-matching experience.


To bring the brand to life, create cultural relevance and cut through the festival clutter, we integrated three strategic guiding principles: Natural, Authentic and Disruptive. Building upon our strategy we designed the COVERGIRL Glam Garden, an escape from the ordinary and a place to recharge and engage with the women who matter most.


Delivered 40,000+ consumer engagements and interactions through

  • the Glam Garden photo experience, which also garnered #COVERGIRLMADE Instagram impressions and new followers for @COVERGIRL on Instagram
  • Total Tease Mascara and Melting Pout Liquid Lipstick product sample distribution
  • New Vitalist Healthy Elixir Foundation trial engagements and sample distribution
  • branded premium distribution
  • drive-to-retail engagements