Specialising in eyelashes and other aspects of beauty, Tatti Lashes are a luxury brand of eyelashes that had an emphasis on both quality and affordability.
Tatti Lashes approached Make Events to produce their UK Masterclass Tour with YouTube stars MMMMitchell and Jeffree Star, who have a combined following of 15 million online.
Covering four locations with 2,000+ guests, their aim was to bring the Tatti Lashes brand to life whilst also promoting their new range of lashes, in collaboration with Brand Ambassador MMMMitchell.
Working with a short pre-production time of six weeks, Make Events sourced a venue in each location and managed tour logistics, creative design, AV production, build and print.
The events spanned a week and took place at Birmingham, ICC; London, East Wintergarden; Manchester, Lowry Theatre; Glasgow, SEC. On arrival, guests collected their lanyards from branded check-in desks.
They were then handed a goodie bag full of products from Spectrum, BPerfect, Iconic and more. Following the branded signage, they headed into the foyer to interact with brand activations from sponsors; Peaches and Cream, Jordana Cosmetics and BPerfect. Guests then had the chance to use the ‘backstage’ themed photobooth and browse the retail stand where they could buy Tatti Lashes products.
Our design team created a pink backstage photobooth with light up mirrors, branded directors’ chairs and a neon Tatti Lashes sign. We created clear jewellery counters and a pick ‘n’ mix for the retail stand. These design concepts were carried through to the main stage set.
Pink branded side panels stood at either side of the stage set, which was draped in pink with one central screen in a gold frame. Directors chairs, to match the photobooth,were used with MMMMitchell and Jeffree Star’s names on.
Due to the nature of the roadshow, the stage set and brand activation areas were all designed to be modular, hard wearing and easily transportable between each location.
The masterclasses lasted 2 hours each with a meet and greet post-event for VIPs, with Make Events managing the entire process to ensure it was seamless.
The event created huge amount of social media and received lot of press, with coverage from Cosmopolitan, The Scottish Sun and Glasgow Live. We are now working on the second leg of this tour and taking it into Europe.