Submitted by WE ARE KOMODO

NYX Professional Makeup - The Buttermelt Glaze Gala

Komodo produced the Buttermelt Glaze Gala for NYX Professional Makeup, an influencer launch event at Old Sessions House that the agency reports drove 960K engagements.

290attendees
10.6Mcontent views
$0.16cost per engagement
960Kengagements
246influencers attending

Case in 60 seconds

NYX Professional Makeup was launching the Buttermelt Glaze Skin Tint and needed the launch to generate buzz and social engagement while spotlighting the product's features, which a standard product announcement does not do.

The campaign appears to turn on the reading that a beauty launch travels through the people who attend it rather than through the brand's own channels, so the guest list and the staged moments inside the room were the media buy.

Komodo built the launch as a gala rather than a press event, treating an evening of staged spectacle for a room of influencers as the mechanism that would carry the skin tint into social conversation.

Komodo transformed Old Sessions House into a beauty showcase for 246 influencers, with a yellow carpet entrance, Glambot photo ops, signature cocktails, gourmet canapes and a DJ set, plus a surprise flashmob, an ice sculpture reveal and a product showcase, amplified across social.

Komodo reports 290 attendees, 583 social posts, 960K engagements and 10.6M content views from the evening, at a stated CPE of $0.16, with no breakdown by platform or creator.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Top influencers in the beauty space, described by the page as the 246 invited to the gala, with the wider social audience reached through their content.
Beauty product launches compete for attention in a category where new skin tints arrive constantly, so Komodo's page frames the task as creating a moment that cemented NYX as a trendsetter rather than as communicating a formulation.
NYX acted as host of an evening built around its own launch, which put the product showcase inside an entertainment format the attending creators had reason to film.
Based on the available evidence, the run of order Komodo describes, a flashmob, an ice sculpture reveal and a product showcase, treats surprise as the trigger for capture, because creators film what they did not expect.

Creative & Execution System

Partners

  • WE ARE KOMODO (lead_agency)

Participation mechanic

  • Attendees took part through the evening's staged capture points, including the yellow carpet entrance and Glambot photo ops, which produced the footage carried into their own social posts.

Creator role

  • 246 top influencers

Results & Evidence

MetricValueResult type
attendees290 Attendeesperformance
content views10.6M Content Viewsvideo_views
cost per engagement$0.16 CPEengagements
engagements960K Engagementsengagements
influencers attendingthe Buttermelt Glaze Gala brought 246 top influencers together for an unforgettable eveningcreators_count
social posts583 Social Postsperformance

Why WE ARE KOMODO's strategy worked

  1. 1

    An event reported at 583 social posts from 290 attendees suggests that staging several distinct capture moments across one evening, rather than a single stage reveal, is what turns a guest list into a posting volume larger than the room.

  2. 2

    Reporting a launch event on a cost per engagement of $0.16 rather than on attendance alone reads as a decision to hold event production to the same measures as paid social, which changes what the room is designed to produce.

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