Since 2019, Digital Dust has been supporting MULAC in their digital PR activities, especially concerning seedings, digital campaigns and special projects.
CARLOTTA FIASELLA #yourironyisSEXY
On the occasion of Valentine’s Day, Digital Dust through the hashtag #yourironyisSEXY launched an activity with: Carlotta Fiasella. Carlotta took part in a takeover of the IG profile @mulaccosmetics where she, through a spontaneous and ironic communication, invited the followers to come out on a funny episode linked to their dates.
The day before Valentine’s Day, Carlotta made 1 IGS on her IG profile, a CTA to follow the takeover on the brand profile. During the takeover Carlotta told some funny moments spent together with some of her past dates and also some anecdotes about her first date with her current boyfriend.
A series of confidences that made fans feel “united by the same experiences”, they were free to ironize about their secrets. Through a question box, Carlotta invited followers to tell the most ironic and funny episodes they have experienced.
The takeover was accompanied by a charity action where, on February 13 and 14, part of the proceeds went to support Lila: the Italian association for the fight against AIDS.
MULAC PRO TEAM
To increase the visibility of the brand, Digital Dust has structured a project that has involved 3 professional makeup artist. through the hashtag #showyourart each MUA has created ad hoc contents that have allowed to give light to their inspiration. Each talent was involved in a different way, to give attentions to their creativity, many contents were created such as: IG Post, IGTV and IG Stories sets.
FOCUS ON EYES
On the occasion of the launch of Mulac – Focus On Eyes, Digital Dust organized a take over by LaCindina on the profile IG @mulaccosmetics in which took part the talent and TV personality Giulia Salemi.
Giulia and Cindy involved their followers by answering all the comments in real time, they also providing the right beauty tips.
After the IG Live, Giulia showed through the IGS the make up just made during live, inviting all the followers to go and see the live saved as IGTV on @mulaccosmetics profile. The day after , Giulia posted a set of IGS in which she made a quick ‘get ready’ with her favorite Mulac Cosmetics products.
For the launch of MULAC’s IGTV channel, the brand asked Digital Dust to involve a number of influencers that participated in special makeup sessions with well known Italian MUA such as Manuele Mameli and Chiara Bullo.
The sessions have been a good opportunity to show the public the brand’s products and their applications, with a special focus on the new releases that were presented during the IGTV episodes, all within a format characterized by the “friends chat” typical informal mood.
Makeup is MULAC’s main focus. To increase the products’ and the new launches visibility, Digital Dust started different seeding activities that involved sending gifts to numerous beauty talents (focusing especially on MUA) as well as to lifestyle and fashion influencers.
The first seeding activity was designed to give online visibility to the launch of the new Black Mamba Mascara and of four new Velvet Ink shades. They were all sent inside a box that was specifically made for the occasion.
For the launch of the nude colors-dedicated In My Birthday Suit palette, Digital Dust designed a seeding activity in which the palette was sent accompanied by three Velvet Ink liquid lipsticks in new nude shades and by the Babydoll false lashes. The giftbox was sent with a Rue de Mille necklace inside as well, that further embellished the gift.
During summer 2019, Digital Dust handled the seeding activity regarding the launch of three more new shades of the Velvet Ink matte liquid lipsticks, MULAC’s flagship products. The talents were sent giftboxes containing the three lip stains as well as temporary tattoos that recalled the “ink” concept.
SKINCARE & HAIRCARE
To give more relevance to the Skincare and Haircare lines and introduce them to those who already love MULAC’s makeup products, Digital Dust and the brand involved numerous in target talents to implement seeding campaigns that created great online buzz and a lot of Instagram contents.
The first seeding to be implemented was dedicated to the Skincare products line, consisting of the AC-TION TONIC and ROSELINE lotions, the MAYDAY detoxing scrub and the SOSMASK purifying mask.
We later made a seeding focused on MULAC’s Haircare products new line: Miss’t Berry. It’s a complete haircare line with restoring and protective properties and a berry fragrance, 100% natural and silicone free.
More recently, Digital Dust supported MULAC in launching the brand new Lip Care line. The talents were sent colorful boxes inspired by marshmallows and filled with the six line’s products for a complete lip care routine. The influencers were intrigued by the giftboxes and published numerous contents about them.