Maybelline Glamland was a first-of-its-kind experiential activation in Nigeria, specifically designed to engage the makeup artist (MUA) community and "Babellines" (beauty enthusiasts). Hosted at Jewel Aeida, Lekki, the event served as a high-impact masterclass and product discovery hub, aimed at deepening brand loyalty and skill-sharing within the professional beauty industry.

The strategy focused on educational advocacy and community-led content. Redrick PR executed a full-scale 360-degree campaign across owned, earned, and paid channels, centered around an exclusive masterclass with international artist Mikai McDermott. By prioritizing guest list management and influencer seeding, we ensured that every touchpoint—from the "Sunkisser Blush" trials to the live hacks—was captured and amplified by the industry's most influential voices.

The execution successfully transformed a traditional masterclass into a viral cultural moment. Through strategic media pitching and partnership management, we secured sustained digital buzz and high-gloss press coverage. Ultimately, Glamland solidified Maybelline’s authority in the Nigerian market, driving direct product desire and reinforcing the brand’s position as the primary partner for local artistry.