JWI x Sephora: Makeup by Mario

The Challenge 

To introduce the product range of one of the world’s leading makeup artists into a new region - in style.

The Solution 

A curated series of elevated experiences that positioned Sephora as the destination for premium beauty in the Middle East.


JWI worked with Sephora, the global beauty and personal care retailer, to develop an experiential awareness campaign. It was centred around the exclusive regional brand launch of one of the world’s most acclaimed, followed and admired makeup artists.

Mario Dedivanovic - founder of Makeup by Mario - is the artist of choice for some of the world’s most glamorous women, including Kim Kardashian, Jennifer Lopez and Salma Hayek. The launch of his eponymous makeup line in Sephora stores across the Middle East represented a full-circle moment, as his passion for makeup artistry was first born whilst working at a Sephora store in Manhattan.

It was therefore crucial that the supporting campaign not only honoured the relationship between the brands, but also celebrated them in their own right.


JWI’s creative concept for the campaign - which celebrated the juxtaposition between ‘light and shade’ - was inspired by Sephora and Makeup by Mario’s black and white brand identities, and the concept of duality. 

Strategy and Approach

We curated a debut launch programme, which was centred in Dubai and included a 400-person makeup masterclass for consumers led by Mario himself. It was held in the La Perle Habtoor theatre, one of Dubai’s most iconic cultural landmarks, followed by a media and VIP after-party overlooking the Museum of the Future.

The ‘light and shade’ campaign concept was brought to life through the programme’s production, design, and experiential moments of wonder and delight. 

High-profile brand partnerships, flawless execution, and exemplary guest experiences all contributed to a one-of-a-kind launch event.

About JWI

JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire.

We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.


JWI x Sephora: Makeup by Mario

JWI conceptualised, curated and executed an experiential brand awareness campaign to celebrate the launch of Makeup by Mario across the Middle East, exclusively with Sephora.

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