Maybelline scuplt society

What We Did

For the launch of Maybelline’s Full Body Lash Mascara, we concepted and delivered “Sculpt Society” — a 24-hour immersive retreat designed to move guests through moments of sculpting across mind, body, face and lashes.

Guests began the experience with energising Pilates sessions hosted alongside Your Reformer x STAX, complemented by custom Maybelline x Green Cup beverages, before transitioning into mindfulness and wellness experiences at TotalFusion Newstead. The retreat concluded with an intimate long-table dinner at Bianca, bringing together creators, media and guests in a setting designed to feel elevated, warm and deeply considered.

OMP led the creative direction, styling and end-to-end execution of the experience in partnership with Two Birds Talking.

Outcome

The experience positioned Maybelline within a more elevated lifestyle and wellness space, extending the launch beyond traditional beauty messaging. Through thoughtful programming, immersive styling and highly shareable guest moments, Sculpt Society generated strong influencer and social content while creating a memorable brand experience grounded in movement, connection and modern femininity.