The Strategic Solution

From design direction, staffing, production, and on-site management, Mark Stephen integrated L'Oréal's brands into "The Beauty Mixtape," a bold music-themed activation, complete with a stylized boombox entrance, a nod to the cassettes and boomboxes associated with hip-hop music's beginnings. A giant, gold “MixedTape” anchored the activation and became the main photo op. The walls featured oversized cassettes representing each of the five brands. In addition, each brand had a custom-designed kiosk where individual products were displayed and demonstrated. The 60’x 60’ footprint in black, white, and gold hues contained several engagements, including a stage featuring discussions and demos about beauty, along with a DJ, videos, and photo opportunities that drove social engagement. Over 8000+ attendees interacted with the L’Oreal brands, and each received a gift bag with free samples from L'Oréal Paris, Carol's Daughter, Maybelline, Garnier, and Dark & Lovely.

• Design
• Production
• Fabrication
• Staffing
• Management

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