Overview:
NYX Professional Makeup, a L’Oréal sub brand, are well known in overseas markets but are relatively new to Australian consumers. As such, building brand awareness is at the heart of their activity in 2025.
Outputs:
Commercial Strategy & Contract Negotiation
Bastion was challenged to find the strongest partnership opportunities in market that could deliver on their objectives. After a comprehensive market review Bastion highlighted music festivals as the most effective sponsorship entry point and isolated St. Jerome’s Laneway Festival as the specific property that could deliver the most impact.
Based on our recommendation NYX then allowed Bastion to lead contract negotiations. As a result, the brand secured a competitive deal at a below market rate which included a compelling mix of assets.
Client Servicing, Creative Concepting & Event Activation
These assets included pre-parties, talent transport, activations at both Sydney and Melbourne Laneway, GA ticket allocation for a consumer competition run through NYX owned channels, VIP ticket allocation for NYX guests in both cities, roaming sampling in Brisbane, Adelaide and Perth and promotion through the Laneway owned channels in the lead up to and during the Laneway festival period.
Bastion managed a pre Laneway Festival influencer brunch/party in both Melbourne and Sydney, to build hype, and capture content prior to arrival at the festival. Bastion managed all venue selection, management, catering, staffing, gifting. theming and guest transport.
Bastion created and executed the activation experience, consisting of branded NYX ‘porta-parties’ porta-loo style spaces, including a walk-through bathroom inspired mirror unit, candy bar meets service station unit and NYX branded goon bag wall – all a nod to a typical Australian summer and festival experience.
The space also included the NYX Clam Shell, transported from the NYX Fat Summer events, makeup stations on either side of the porta-parties and outdoor seating areas. The entire activation was unique, eye-catching amongst the festival space and highly shareable. With multiple photo moments for guests, points of interaction and sampling, encouraging brand awareness and engagement for NYX.
