In the runway world, people always view makeup as a supporting role, but models without makeup might as well be mannequins. Makeup is growing into its own empire, and Il Makiage wants to showcase makeup as the star role.
The brand will turn the tables and create New York Makeup Week — the most bold, glam, maximalist event you can think of.
Il Makiage will disrupt the streets of NYC with eye-catching lip print stickers. They can be placed anywhere from subway station signs, or rocked by the ‘Fearless Girl’ statue. In order for others not living in NYC to take notice of the lip print takeover, Il Makiage and industry icons will post teaser pictures of various NYC locations donned with the bold stickers. This will help promote the excitement and authenticity of the NYMW event.
It’s all about the reveal. Il Makiage’s wheatpaste posters help define their bold, artistic branding. The posters show off the style of the upcoming event, with intriguing abstract makeup art and slightly mysterious copy. The hashtag, #WeAreTheArt will be the main tag to look up on social media for users to see posts made by Il Makiage and invited guests to the event.
Il Makiage Instagram Story
Il Makiage will create a VIP invite package to send to special guests in the industry. The bold, glam package includes a special liquid lipstick (the extra AF glittery thing shown below) as a key to get in to show.
Il Makiage will give the public a chance to attend the exclusive event. 50 can buy the VIP package online to attend the after party, and the first 5 can attend the NYMW show. In order to create buzz, Il Makige will completely shut down their website for several days leading up to the release of the invites.