To welcome the new global face of Rimmel, Love Island’s Maya Jama, and to launch Lasting Finish 35 Hour Foundation, Rimmel commissioned Perfect Cartel to design, produce and execute a ubiquitously London-centric moment, with worldwide appeal. As Maya is a huge music fan and DJ herself, the Rimmel Summer Fest 2023 was created.

This super-cool festival was housed at an inner-city warehouse space in East London, with bespoke industrial set design, product factices, festival lighting, and VM to showcase 34 shades of Lasting Finish to 150 influencers and beauty KOL from key European markets.

The full lineup included the Rimmel glam squad for full- face touchups and foundation shade matching, glitter and tooth gem stations, tarot card readers and iconic London touchpoints – a red phonebooth, bunting and flags. A Rimmel-red slushy bar and festival food trucks sat alongside a branded Rimmel black cab with a fish-eye lens content studio installed for priceless Maya moments.

As the sun went down, the main stage and music ramped up, all set to custom LED motion graphics. Guests danced the night away alongside Maya Jama and Tom Daley to DJs Tiffany Calver and Billie Jean Blackett, followed by an exclusive one-off performance by Sinead Hartnett. Everyone left the party with a festival necessity cross-body bag filled with customised Rimmel product and plenty of UGC to share.