PROJECTS

"ADVOCACY TOUR" MAKE-UP SCHOOL

STARTING POINT

Every year Coty organizes the “Advocacy Tour”, a make-up training roadshow dedicated to the retail workforce of Coty’s Beauty Consumer Division. The goal is to maintain the highest sales ceremony standards through specialized courses.

BUSINESS CHALLENGE

Transforming the traditional Coty training into a memorable experience with the proper mix of make-up training and engagement.

ACTION

A 40-day training program throughout Italy, starring famous make-up artists Rajan Tolomei (for Max Factor) and Alessandra Dini (for Rimmel) revealed all the brands’ newest products with tailored make-up school sessions. Aspen managed and executed all organizational aspects of the roadshow: from location scouting to catering, including logistics and coordination of guests, models and make-up artists.