MAKE UP FOR EVER

Creative Direction for Make Up For Ever – ProfessionAll

Make Up For Ever unveiled its new mascara ProfessionAll through an event designed as a celebration of inclusivity and freedom of expression. The intention was clear: to break the codes by placing men at the heart of the makeup universe and dismantling the shame and taboos that still linger today.

The garage setting was chosen as an unexpected and striking backdrop — a place transformed into a stage to highlight this bold product. The mascara itself, designed in the shape of a screwdriver, is a direct tribute to founder Dany Sanz, who once carried her brushes in a toolbox.

The scenography, inspired by the brand’s iconic colors — black, red, and white — created an atmosphere both mysterious and powerful, while staying true to Make Up For Ever’s DNA. This daring set design, blending heritage and modernity, embodied both the pioneering spirit of the brand and today’s values of emancipation, independence, and inclusivity.

We therefore:

  • Developed a creative direction centered around the garage as a bold and symbolic setting
  • Paid tribute to Dany Sanz and her visionary spirit
  • Designed an event rooted in inclusivity, where makeup becomes a universal language of identity and freedom

Client :

MAKE UP FOR EVER

Date :

October 2022

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