CoverGirl needed a memorable launch event for their plant-powered Lash Blast Cleantopia mascara that would highlight its eco-friendly ingredients while generating buzz among beauty influencers and editors. The key was to create an immersive experience that mirrored the product’s lush, natural qualities.

We developed an immersive world where influencers and editors could experience the lushness of Cleantopia firsthand. The sustainable event was filled with vibrant greenery, interactive product displays, and opportunities for hands-on testing, creating an environment that mirrored the product’s eco-friendly narrative.

With 204 attendees, 23.6 million social impressions, and nearly $2 million in earned media value, the event surpassed expectations. The launch firmly established Cleantopia in the beauty industry, driving significant social engagement and brand visibility.