The Art of Makeup: Integrated marketing firm SHADOW partners with Duggal on The Ultimate Paint Party
DVS Project Greenhouse
The multifaceted creative firm SHADOW, whose clients include Chanel, Dream Hotels, and Tribeca Film Festival among others, held one of its latest integrated marketing projects in the heart of New York City. With some help from Duggal Visual Solutions, the event billed as the “ultimate paint party”, was part of the launch of fashion designer Christian Siriano’s new makeup line for e.l.f. Cosmetics. SHADOW developed the event based on the concept of the allure of the human face as a blank canvas.
Guests at the party painted on canvases that featured black line sketches of faces drawn by Siriano. The archival fine art canvas prints were stretched to 1.5” wood frames with both printing and stretching done in-house by Duggal’s expert production staff and framing team. A limited edition of 40 of Siriano’s works of art was created at 12” x 16”.
The starter canvases’ overall dimensions gave event attendees objects with a substantial heft, providing a solid foundation for a fun, intimate exploration of Siriano’s “psychedelic greenhouse” spring/summer color palette. Using makeup brushes the day’s artists applied eyeshadows, blush and lip products to create their masterpieces.
Duggal project leader, Hope Savvides, oversaw a detailed testing of different types of canvas materials in order to determine the best fit for the color hues and densities of the makeup line. Shadow, an ongoing client of Duggal’s since summer 2017, once again created an on target experience for its client, pairing art activities with light bites, makeup applications and the presentation of Siriano’s SS18 dress collection.