Mecca Beauty · MECCALAND

Australia’s biggest beauty retailer asked for a simple activation targeting young beauty fans. We created Coachella for cosmetics instead.

Media: Experiential, Influencer, Content
Results: $4.1Mearned PR; 142Mimpressions; 50K+social mentions; 10 minto sell out

MECCALAND was a three-day beauty festival bringing 15,000+ beauty fans together across 50+ interactive brand experiences, exclusive launches, influencers and entertainment.

We helped shape the creative across the whole festival experience – from world building, brand partnership concepts, to producing and managing activations on the ground.

MECCALAND sold out in under an hour, generating 70M+ earned media impressions.

All without a traditional ad campaign.

Meccaland: A feast for the senses

Inside Retail

‘Fun and fabulous’: step inside Comic-Con for beauty

The Sydney Morning Herald

Meccaland Dazzles Shoppers

The Australian

Festival-goers with MECCALAND tote bags crowd around a performer in a silver tinsel costume

A group of friends cheer inside a tunnel of neon lights

The MECCALAND sign in rainbow lettering hangs from steel roof trusses lit purple

Across five curated zones, guests were dropped into hundreds of brand moments with exclusive drops, larger-than-life installations, live performances, original merch, art, bars, games, and appearances from the most influential faces in beauty.

A guest speaker in white sits on a stool on a pink stage holding a microphone

A DJ with green hair plays to the crowd beneath pink heart and lips signs

The Popstar Park zone: a neon lips sign above giant lipsticks and a basketball hoop

A woman takes a selfie lying in a pit of pink balls

A woman in a red dress poses on a MECCA MAX stage

A performer in a billowing pink gown under giant pink balloons

The Temple of You staircase, its steps reading Dream to beam, Be you, My personality is even prettier

The City of Lights zone: neon signs of beauty products, a heart and a rainbow on brick facades

We’d love to chat

claudiasaro@live.com.au

linkedin.com/in/claudiasarosiek

jesseyoungcreative@gmail.com

linkedin.com/in/youngjesse