What the e.l.f? Sensorial brand activation

In collaboration with Portobello PR, JSG Agency transformed a Sydney product launch into a turquoise immersive experience, celebrating the new Jumbo Power Grip Primer. We engineered a sensorial playground with gamified installations. From the 'Grip Queen' gymnastic rings to a 'Green Jelly' ball pit that mimicked the primer’s iconic viscosity, every touchpoint was designed as a product benefit moment, merging spatial storytelling with high-contrast, content-ready aesthetics.

The activation balanced high-energy play with professional education in a purple Holy Grails zone, where makeup artists provided live demos. This dual-zone architecture successfully shifted the attendee experience from passive observation to active participation, positioning e.l.f. as a bold, customer-centric disruptor. The result was a cohesive cultural moment that generated massive organic social reach.

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