Morphe: Introducing Dripglass

Industry leaders and beauty innovators, Morphe Cosmetics, introduce Dripglass; their brand new duo of lip gloss formulations, spearheading the evolution of their consumer-loved lip category. Celebrating the new beauty launch into the UK market, the brand hosted an interactive doughnut glazing masterclass – managed, produced and delivered by b. the communications agency.

With the aim of uplifting creator engagement, and driving product-first social content production, the masterclass activation was strategically designed to bring the two Dripglass formats (Drenched and Glazed) to life. With a fully customised and branded iced coffee cart on hand to drench guests with hydrating drinks, all attendees were then guided through an interactive doughnut glazing workshop – leaning into viral trend and creating aesthetic and content ready treats to be shared with their audience.

Hosted at b. the communications agency’s own showroom on Newman Street (W1T) in Central London, the space was transformed with beautiful florals, product displays and editorial imagery to inspire guests. Content production was encouraged throughout the activation, with all guests being provided with ring lights to aid capturing high quality video and imagery.

Formulated with plant derived squalene and Vitamin E, the Dripglass Glazed Lip Gloss glides onto the lips, leaving a juicy and semi sheer wash of colour, whilst the Dripglass Drenched Lip Gloss delivers high-coverage colour with a glass like shine; formulated with cocoa butter, chia and olive oils to leave a saturated coating of high coverage colour with a soft and smooth finish.

Securing dedicated, organic content across key social media platforms TikTok and Instagram, the Morphe Drip Glass event activation generated a potential social reach of over 14 million.

UK PR agency, b. the communications agency, have worked with Morphe since their launch into the UK market in 2018, helping to establish the brand as one of the UK beauty landscapes most innovative, next-gen beauty powerhouses.

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