Overall Objective

To celebrate the launch of cult British beauty brand Illamasqua’s third birthday and mark the opening of its flagship store in the heart of Soho

How this was achieved

Single handedly organising a launch party in the new Soho flagship store, filling the venue with 150 people. Guests included key industry influencers, celebrities, press and bloggers.

Added drama was created through live windows hosting Illamasqua professional make up artists creating avant garde looks on guests.

A branded route master bus was parked on a side road next to the store where drinks and nibbles were on offer to guests.

The after party was held in a private room within a Soho bar where Adam Ant and Boy George DJ’d.


The event was a roaring success attended by celebrities including Vicky McClure, Adam Ant, Pam Hogg and Dame Vivienne Westwood.

Plenty of online noise. The brand trended high on social as a result of posts circulating the evening of the event

The brand was elevated from cult status to a beauty brand that’s one to watch with extended coverage within beauty blogs, key beauty and lifestyle press