Background: The opening of the third NYX Professional Makeup boutique took place over the weekend of 3 & 4 June 2017, where two events (media and public) were held back to back to officiate the opening.

Execution: Besides managing both events on-site, I was in charge of all PR duties (including press kits and invites). I also tag-teamed with a videographer to get soundbites from KOLs and the public on what they like about our store, to use as social media content.

Results: Achieved the #2 spot (up from #5 spot in May) for social buzz in the total beauty landscape and #1 spot in the mass category.