Maliao Cosmetics marked International Lipstick Day with #MyMaliaoShade, an experiential campaign centred on individuality, creativity and self expression through makeup.
Held at Foul Play in South Delhi, the event brought together beauty creators, influencers, media professionals and industry representatives for a series of interactive activities around lipstick and personalisation.
As part of the campaign, attendees could create customised lipstick shades and personalise selected Maliao beauty products using decorative elements. The format was designed to give participants a hands on way to experiment with colours and create products based on their individual preferences.
The event also featured Maliao Cosmetics’ lipstick portfolio, allowing attendees to explore different shades and products while taking part in the customisation activities.
The campaign extended to social media, where creators shared their customised lipstick shades and content from the event using #MyMaliaoShade. This helped take the activity beyond the physical venue and encouraged conversations around personal style and self expression through makeup.
Through #MyMaliaoShade, Maliao Cosmetics used an experiential format to connect its lipstick range with personalisation and consumer participation, reflecting the growing use of interactive experiences by beauty brands to engage audiences both offline and online.
Speaking on the occasion, Arhaan Khan, CEO, Maliao Cosmetics, said, “Personalization is at the heart of today’s beauty scene. With “My Maliao Shade: Crafted by Me”, we wanted to lift up individuality, giving people a chance to make a lipstick shade that really reflects who they are. And honestly, the huge response just backed up our belief that beauty is more meaningful when it becomes personal.”
