COSNOVA:

Call Me Queen

Four young women are posing on a pink and purple backdrop, with some wearing crowns and sunglasses, in front of a sign that reads 'essence cosmetics' and 'call me Queen.' They are smiling and appear to be enjoying a fun event, with disco balls and a regal chair.

the challenge

Cosnova wanted Essence Cosmetics’ Call Me Queen mascara launch to be more than just a campaign; it needed to be a movement.

the SOLUTION

We designed two high-energy activations, Supergirl Surf events and the Glamour on the Go tour, where attendees sampled the mascara, struck a pose at interactive photo stations, and amplified the experience on social.

Two young girls at an outdoor event, one with purple and pink curly hair applying lipstick to the other with curly blonde hair and a purple top, surrounded by a crowd of people.
Pink boxes of essence mini eyeshadow palettes with the text "Don't believe in..." partially visible, displayed on a clear circular stand at a bright pink surface. Behind the boxes are tubes of Juicy Bomb shiny lipgloss in colorful packaging.
People in pink shirts are exchanging items at a table with pink and purple decorations, including a disco ball and gift bags.
Three women wearing pink shirts stand behind a pink booth at a public event, holding small pink signs that say 'Don't Stop' and display various cosmetics products in front of them.
Young girl receiving a product sample at an outdoor promotional event for Essence Cosmetics, with women in pink shirts behind the booth and palm trees in the background.
Children playing inside a large pink inflatable bounce house at an outdoor event.
Crowd at outdoor event with vendor tents, palm trees, umbrellas, and banners, cloudy sky overhead.
Crowd of people at an outdoor event with a large purple and pink inflatable slide shaped like a lipstick, branded with 'essence' and 'call me Queen.' Tents and palm trees are visible under a blue sky.
Three young girls playing on a pink inflatable bounce house with a marquee that reads 'essence call me Queen.' They are wearing pink dresses and are smiling and laughing.
Group of young girls at an outdoor event, holding cosmetics and makeup items, smiling and enjoying sunny weather with palm trees and modern buildings in the background.
A group of people, mostly women with sunglasses and yellow hats, gathered around a table outdoors at a fair or event. The table displays bottles and colorful items. The background includes trees, a hillside, and residential buildings.
A smiling woman wearing a large sun hat, sunglasses, and a vibrant pink jacket, holding a pen and a small notebook, at an outdoor event with a purple banner and other people in the background.
A woman with long blonde hair, sunglasses on her head, and a gray t-shirt smiles as she signs autographs for children at an outdoor event with tents and a crowd in the background.
Two young women at an event holding pink beauty product packages and pens, with a purple background.
Two young women standing outdoors at a promotional event, holding skincare or cosmetic products, smiling at the camera, with a pink and purple banner in the background that says 'essence' and 'Love me to the moon'.
Two women smiling and holding beauty products at an outdoor event, with a purple branding backdrop. One woman is wearing sunglasses and a pink tank top, the other in a blue sweatshirt.
Two young girls are sitting on the ground, eating snacks and surrounded by various makeup and beauty products, in a busy outdoor event. They are barefoot and appear to be enjoying themselves amid a crowd of people, some of whom are standing or walkin
Three young girls smiling and holding markers at a pink celebration backdrop that reads 'essence call me girl.' They are wearing badges with event details, and there is a purple inflatable structure behind them.

83,530

MAKEUP PRODUCTS

DISTRIBUTED AT SUPERGIRL SURF FESTIVALS

48,471

MAKEUP PRODUCTS

DISTRIBUTED ACROSS SIX COLLEGE TOUR STOPS

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