HALF MAGIC

BUZZWORTHY LAUNCH

“To say that Davy's work on the epic teen drama has sparked a makeup movement would be an understatement. Merging teen reality with escapist fantasy, Davy is catapulting Gen Z's makeup obsession—and unbridled experimentation—into the mainstream with sparkle and nuance.” - VOGUE

    • Google searches for HALF MAGIC beauty increased 900% within 48-hours of launch.

    • Executed an exclusive launch strategy with Allure and reporter, influencer, and Gloss Angeles podcast host Kirbie Johnson which included three digital feature stories focusing on Donni’s Euphoria makeup trailer, her work on the show, the HALF MAGIC brand announcement, and the first review of HALF MAGIC products as well as social. podcast and print stories.

    • Secured more than 75 additional launch stories reaching more than 128+ Million views, including features in Vanity Fair, Vogue, Glamour, Refinery 29, Elle, Marie Claire, InStyle, People, and more.

    • In the 18-months leading up to the launch placed Davy, her makeup tips, work on Euphoria, and eye decal collaboration with Face Lace in hundreds of stories which garnered 800+ million impressions with a publicity value of $287+ million

    • Davy is credited with “Sparking a Gen-Z Makeup Movement” – Vogue, her work on Euphoria has been called “NYFW’s Biggest Beauty Inspiration,”- WWD and Teen Vogue reports “No piece of media defines the fashion and beauty of this decade like Euphoria and Donni Davy.”

    • In 2022, Google search data showed “HBO's 'Euphoria Leads Gen Z Social Media Searches for Makeup Looks” with over 1.3 million searches.

    • Davy was named to Allure's inaugural “A-List” honoring the “Innovators Defining and Driving the Future of Beauty.”

    • Drive brand awareness for Donni Davy, the Emmy Award-Winning Makeup Director of HBO’s hit show Euphoria ahead of the launch of her makeup brand HALF MAGIC in collaboration with A24.

    • Establish Davy as a trend-setter in makeup, beauty, fashion, and entertainment, driving year-round coverage while Euphoria is in season and when the show is on hiatus.

    • Secure press and social media coverage for Davy and the HALF MAGIC brand.

    • Execute a buzzworthy launch for HALF MAGIC that tells the product innovation story and drives sales and interest with media and consumers alike.

    • Create unique and timely story ideas to share Davy’s groundbreaking perspective on makeup and introduce the trends she is driving in the beauty industry.

    • Negotiated an exclusive multi-tier launch cadence with Allure and writer, influencer, and Gloss Angeles podcast host Kirbie Johnson (digital, social, print, and podcast) inviting Allure to be the first media ever allowed on-set in Davy’s Euphoria makeup trailer, the first to try HALF MAGIC products, the first to announce HALF MAGIC and the first to review the products, driving continuous buzz and excitement in the 9-months leading up to HALF MAGIC’s launch.

    • Created a unique and intimate experience for beauty media in NYC to have their makeup done by Davy, interview her, and get an exclusive preview of HALF MAGIC products in a replica of Davy’s makeup trailer.

    • Conceptualized and coordinated a launch event for LA media, influencers, celebrities, and tastemakers.

    • Secured social media placements for Davy and HALF MAGIC on TikTok, YouTube, and Instagram including Instagram Live with The NY Times.

  • What You Need To Know About 'Euphoria' Make-Up Designer Donni Davy's Beauty Brand 'Half Magic'

    ELLE

  • How to Do Festival Makeup the Euphoria Way, According to Donni Davy

    VOGUE

  • Half Magic Beauty Is Here With The Euphoria Makeup Of Your Dreams

    BUSTLE

  • Inside The Euphoria Makeup Trailer: Donni Davy’s Masterclass

    REFINERY 29

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