M.A.C Cosmetics’ Hyper Real Launch

To present and introduce M.A.C Cosmetics new high-performance skincare ‘Hyper Real’, we created a Benelux intimate launch event for press and influencers. The focus was to highlight the brand-new skincare line and let our guests unwind for a moment after the holiday rush.
For the Benelux launch we choose a location in Amsterdam, Renessence, that matched the luxurious feeling of the Hyper Real collection and exuded tranquility. ​We organised a breakfast and lunch, including a presentation of the Hyper Real products. We offered them a relaxing time in the Renessence spa where they could enjoy the sauna, use the oxygen hydroxy therapy or ice bath therapy. They were given a skincare and makeup service by M.A.C artists. We ended the intimate launch event with a plant-based lunch. ​ 

The results
Besides the social content made at the event itself, UPR also send out a Press release + creative seeding towards 50 press & incluencers. In total we secured 19 publications (13 print, 6 online), with a reach of 987.503,00 and an earned media value of € 34.527,00.  With the 16 social placements, during and after the event, we had a reach of 1.055.081,00 with an earned media value of €82.109.