Mecca Maxima madness spreads through the makeup masses in Wellington

Undertow Media was on the ground as the second Mecca Maxima was unleashed on the country’s capital city.

Taking ‘wake up and makeup’ to a whole new level, a masse sleepover featuring board games and very patient boyfriends saw beauty junkies wait 24 hours in line to ensure first access to the cult beauty juggernaut’s first North Island store.

Undertow Media was brought on board to bring order to the beauty-induced chaos and create a fun-filled, energetic, engaging opening event that would cater to die-hard beauty junkie fans and demonstrate the power of bricks and mortar retailing.

For the very first time, Wellingtonians had access to some of the most exclusive, sought-after global brands such as Urban Decay, Too Faced, frank body, Eyeko London, Mario Badescu and Drunk Elephant alongside well-acquainted MECCA mainstays NARS, By Terry, Stila, Hourglass and GlamGlow.

Come opening morning the queue was well and truly entrenched, curling up and around onto Victoria Street and holding firm for the duration of opening day. Whilst we were prepared for Wellington’s unpredictable weather with MECCA branded umbrellas, the sun shined throughout the day.

To bring the Mecca Maxima brand to life, Undertow Media coordinated multiple branded touch points including the famous MECCA envelope wall to engage with consumers throughout the day, and provided a variety of options to entertain and occupy in the lead up to shoppers crossing the threshold.

Mecca Men turned up and turned out, flirting their pants off while offering T2 and hot choccy refreshments alongside instax snaps as momentos to the masses.

Politics played second fiddle to the makeup madness abound, with Undertow Media securing placements in Dominion Post and 1News on launch day. The crowd of excitable beauty junkies prior to opening provided both news platforms with plenty of hype around newly available brands and overexcited shoppers.

In addition, we hosted 10 local influencers and nine lifestyle media and bloggers on opening day, including insta-famous beauty vlogger Annalee Muggeridge sharing pre-opening scenes across her channels to the absolute delight of her adoring public.

The proof was in the highlights reel:

  • Nine features in top tier publications or broadcast
  • 116 social media mentions of the store opening
  • 100% media and influencer attendance on the day
  • 2,682,911 opportunities to be seen

Thanks so much for having me today it was so much fun! It was amazing to have the opportunity to talk to press about beauty and to be involved in the Mecca Maxima opening, as well as talking to NZ beauty junkies in line!”

– Annalee Muggeridge, MUA/Beauty Influencer

Wow! What an amazing achievement today. MECCA pulled off the biggest beauty event in Wellington this year.”

– Lucy Revill, The Residents