MAC wanted to be the first cosmetics brand to launch a store in Joburg’s coolest precinct – Braamfontein. Welcome to the #ArtOfTheLip Street Party, where we brought 2 000 celebrities, style-blazers and customers together for the trendiest internationally-formatted launch party ever!

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We transformed a busy street into a stunning venue with a main stage, custom DJ booth, furnished VIP area, make-up stations, food and refreshment areas and SA’s first 40m long branded #ArtOfTheLip road vinyl.

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MAC make-up artists painted guest’s lips and took pics of them with #ArtOfTheLip selfie props, and artists drew illustrations of their lips as gifts. MAC brand ambassadors dressed in #ArtOfTheLip uniforms encouraged guests to engage with the products, while AKA and Fifi Cooper, DJ Zinhle, Twins on Deck and LA-based DJ, Supernova rocked the party.

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A cosmetics brand had never thrown a free street party in Braamfontein. The venue, in a busy urban residential and retail precinct, allowed us to reach the desired target market, which resulted in massive social media engagement and talkability.