{"id":900108,"date":"2026-10-05T14:48:32","date_gmt":"2026-10-05T14:48:32","guid":{"rendered":"https:\/\/popupagency.com\/?p=900108"},"modified":"2026-10-05T17:19:31","modified_gmt":"2026-10-05T17:19:31","slug":"il-makiage-turning-a-beauty-launch-into-personal-discovery","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/05\/il-makiage-turning-a-beauty-launch-into-personal-discovery\/","title":{"rendered":"IL MAKIAGE: turning a beauty launch into personal discovery"},"content":{"rendered":"\n<style>\n.pua-blog-article{max-width:780px;margin:0 auto;text-align:left;font-family:var(--e-global-typography-text-font-family,\"Radio Canada\"),sans-serif;font-size:18px;line-height:1.75;color:inherit}\n.pua-blog-article *{box-sizing:border-box}.pua-blog-article p{margin:0 0 1.25em}\n.pua-blog-article h2{font-family:var(--e-global-typography-primary-font-family,\"Radio Canada Big\"),sans-serif;font-size:clamp(25px,3vw,34px);line-height:1.2;letter-spacing:-.02em;text-transform:none;margin:2em 0 .7em;color:inherit}\n.pua-blog-article h3{font-size:21px;line-height:1.35;text-transform:none;margin:1.5em 0 .6em;color:inherit}\n.pua-blog-article a{color:inherit;font-size:inherit;text-decoration:underline;text-underline-offset:4px}.pua-blog-article a:hover{font-size:inherit;color:inherit}\n.pua-blog-article a:focus-visible{outline:3px solid #d6e540;outline-offset:5px}\n.pua-blog-article .pua-answer{font-size:1.16em;line-height:1.6}.pua-blog-article .pua-context{font-size:14px;line-height:1.6;opacity:.8;border-bottom:1px solid #424242;padding-bottom:20px}\n.pua-blog-article figure{margin:30px 0}.pua-blog-article img{display:block;width:100%;height:auto;border-radius:12px}.pua-blog-article figcaption{font-size:14px;line-height:1.5;opacity:.8;margin-top:12px}\n.pua-blog-article .pua-brief{padding:24px;border:1px solid #555;border-radius:14px;margin-top:35px}.pua-blog-article .pua-brief h2{margin-top:0}\n.pua-blog-article ul{padding-left:1.3em}.pua-blog-article li{margin-bottom:.6em}\n@media(max-width:600px){.pua-blog-article{font-size:17px}.pua-blog-article .pua-answer{font-size:19px}.pua-blog-article .pua-brief{padding:20px}}\n.pua-blog-article .pua-delivery-proof{border-left:3px solid #d6e540;background:#181818;padding:24px;margin:32px 0}.pua-blog-article .pua-delivery-proof h2{margin:0 0 14px;font-size:25px}.pua-blog-article .pua-delivery-proof p:last-child{margin-bottom:0}.pua-blog-article .pua-proof-credit{font-size:15px;line-height:1.6;color:#ccc}@media(max-width:600px){.pua-blog-article .pua-delivery-proof{padding:20px}}\n<\/style>\n<div class=\"pua-blog-article\">\n<p class=\"pua-context\">Project location: SoHo, New York, NY \u00b7 Project context: 2018 \u00b7 Prepared by POPUP from the project archive in October 2026.<\/p>\n<p class=\"pua-answer\">A launch brings people into the room. A consultation gives them something personal to take from it. IL MAKIAGE&#x27;s SoHo opening connected a bold setting and Shanina Shaik&#x27;s presence with makeup discovery guided by the brand&#x27;s experts.<\/p>\n<section class=\"pua-delivery-proof\" aria-label=\"POPUP delivery scope\"><h2>POPUP delivered<\/h2><p>Launch event delivery, talent collaboration, influencer partnerships, PR and content creation.<\/p><p class=\"pua-proof-credit\">Created for IL MAKIAGE. Shanina Shaik was the evening\u2019s ambassador and curator; the brand\u2019s in-house experts delivered consultations and makeovers.<\/p><\/section>\n<h2>How can a beauty launch balance publicity and product discovery?<\/h2>\n<p>A confident brand identity draws attention. Personal attention gives it meaning. By pairing its maximalist setting with individual consultation, the opening invited guests to explore how the brand could fit into their own routines.<\/p>\n<p>Connect the first impression to a personal encounter: talent to welcome the room, beauty experts to guide discovery, and music and hospitality to bring people together.<\/p>\n<figure><img loading=\"lazy\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-il-makiage-soho.webp\" alt=\"IL MAKIAGE\u2019s SoHo pop-up during the summer 2018 launch event.\" loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\"><figcaption>IL MAKIAGE\u2019s SoHo pop-up during the summer 2018 launch event.<\/figcaption><\/figure>\n<h2>Give the opening a human face<\/h2>\n<p>Shanina Shaik helped bring a New York audience of tastemakers, media and invited guests into the brand\u2019s orbit. As ambassador and curator, her presence connected the launch to a recognizable perspective on beauty and fashion.<\/p>\n<h2>Bring the product into the guest\u2019s routine<\/h2>\n<p>The brand\u2019s in-house experts led consultations and makeovers at the beauty stations. One-to-one attention allowed guests to explore products through use and conversation, within the store\u2019s illuminated black-and-white setting.<\/p>\n<h2>Make the setting part of the memory<\/h2>\n<p>Mirrors, campaign statements and photo moments gave guests a way to put themselves inside the brand\u2019s visual world, alongside the talent and personal beauty services.<\/p>\n<h2>Carry the opening into the evening<\/h2>\n<p>A live DJ and cocktails gave the store a celebratory atmosphere, bringing music and hospitality into an evening of product discovery and personal beauty services.<\/p>\n<h2>The planning lesson<\/h2>\n<p>Build the schedule around time at the beauty stations as well as the arrival moment. Expert conversations, photo opportunities and hospitality need space to coexist. Confirm who delivers the consultation so event production supports the brand&#x27;s own product knowledge.<\/p>\n<h2>What the experience made possible<\/h2>\n<p>Guests explored the brand through consultations, makeovers and a hosted opening experience with Shanina Shaik.<\/p>\n<h2>Project questions<\/h2>\n<h3>Where did the experience take place?<\/h3>\n<p>IL MAKIAGE: SoHo, New York, NY.<\/p>\n<h3>What was the delivery scope?<\/h3>\n<p>Launch event design; Talent collaboration; Influencer partnerships; PR &amp; content.<\/p>\n<h2>Explore related work<\/h2>\n<ul><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/28\/il-makiage-grand-opening-with-shanina-shaik\/\">IL MAKIAGE project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/09\/30\/dossier-nyc\/\">Dossier project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/28\/swimsuits-for-all-camille-kostek-pop-up\/\">Swimsuits For All project story<\/a><\/li><\/ul>\n<h2>Further reading<\/h2>\n<p>For the wider event and campaign context:<\/p><ul><li><a href=\"https:\/\/okmagazine.com\/photos\/hot-photos-june-2018\/\">OK! Magazine: Check Out The Hottest Celeb Pics!<\/a><\/li><\/ul>\n<aside class=\"pua-brief\">\n<h2>Make the launch personal.<\/h2><p>Explore our <a href=\"https:\/\/popupagency.com\/index.php\/brand-activation-agency\/\">brand activation services<\/a> for product experiences, launches and cultural collaborations.<\/p>\n<p>An opening should give guests something to discover as well as something to photograph. Share the product story, the audience and your launch plans. We can help bring the guest experience, production and talent collaboration into one considered event.<\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Discuss your next brand launch<\/a><\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services<\/a> \u00b7 <a href=\"https:\/\/popupagency.com\/index.php\/blog\/\">More ideas from the work<\/a><\/p>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Shanina Shaik, personal beauty consultations and a night of music brought IL MAKIAGE\u2019s maximalist attitude into its SoHo opening.<\/p>\n","protected":false},"author":4,"featured_media":15515,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-900108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>IL MAKIAGE: turning a beauty launch into personal discovery | POPUP<\/title>\n<meta name=\"description\" content=\"Shanina Shaik, personal beauty consultations and a night of music brought IL MAKIAGE\u2019s maximalist attitude into its SoHo opening.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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