BEAUTY BEATS | PRESS DAY
MCMPR worked with Sephora to immerse over 170 media, influencers, VIPs, and hair and makeup artists in the latest and greatest the beauty industry has to offer at the global retailer’s biannual Beauty Beats Press Day. Sydney’s Overseas Passenger Terminal was transformed into a beauty playground with 38 brands from all over the world, including Pat McGrath Labs, Givenchy, Marc Jacobs Beauty, Ouai, Christophe Robin, Anastasia Beverly Hills, Tarte and Laneige, presenting never-seen-before products and hands-on demonstrations. MCMPR facilitated multiple 1:1 media interviews throughout the day for Sephora National Artistry Lead, Alphie Sadsad, and brand founders from Skin Gym, UMA Oils and Dr Roebucks. Strategic management of the guest list and product gifting resulted in Sephora product getting into the hands of Australia’s top beauty tastemakers and the generation of over 850 Instagram posts and stories.