---
title: "Spinning Up Engagement: The Let’s Play Mascara Collection Launch"
description: Discover how Cassandra Buisson launched Cosmopak’s Let’s Play Mascara Collection at Cosmoprof Las Vegas, blending trade show activations, branded booth design, and an interactive digital campaign to drive engagement across channels.
image: https://notes.cassandrabuisson.com/hubfs/cosmopak-2021-lets-play-exhibition.png
---

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![cosmopak-2021-lets-play-exhibition](https://notes.cassandrabuisson.com/hs-fs/hubfs/cosmopak-2021-lets-play-exhibition.png?width=2000&height=1264&name=cosmopak-2021-lets-play-exhibition.png "cosmopak-2021-lets-play-exhibition")

case study

# Spinning Up Engagement: Let's Play Turnkey Mascara Launch

**Role**:   
Director of Marketing

**Company:**   
Cosmopak

**Duration:**   
February 2021 – July 2025

**Location:**   
New York, New York (Hybrid)

![cosmopak-vegas-lets-play](https://notes.cassandrabuisson.com/hs-fs/hubfs/cosmopak-vegas-lets-play.webp?width=1440&height=1800&name=cosmopak-vegas-lets-play.webp)

The Let’s Play campaign was my first major product launch at Cosmopak in 2021, unveiled at Cosmoprof Las Vegas. It marked a milestone for the company as the first time we invested in branded wall graphics and booth space design, elevating our trade show presence.

Some of the filled mascara products were hand-delivered directly to the show, and I coordinated the presentation using a mix of live products and empty samples. While managing the trade show execution, I simultaneously worked on the digital campaign in tandem, ensuring alignment between physical and online touchpoints.

I later coordinated campaign photography post-show and digitized the Creative Director’s physical “spinning box” concept into an interactive website spinning wheel. Supporting blog content, social media posts, and email campaigns extended the launch across channels.

The campaign successfully combined event presence, physical samples, and digital storytelling to boost engagement, showcase the new mascara line’s unique benefits, and demonstrate how thoughtful execution can amplify a launch from trade show floor to digital experience.

#### campaign landing page

- interactive spinning mascara wheel to mimic physical product 
- product gallery, with hover details
- pre-launch teaser video
- links to accompanying collections

![cosmopak-lets-play-website-home](https://notes.cassandrabuisson.com/hs-fs/hubfs/cosmopak-lets-play-website-home.png?width=715&height=2000&name=cosmopak-lets-play-website-home.png "cosmopak-lets-play-website-home")

#### blog launch & supporting post

- product image
- teaser video
- link to collection
- inbound form

![lets-play-blog-launch](https://243327137.fs1.hubspotusercontent-na2.net/hub/243327137/hubfs/lets-play-blog-launch.png?width=1200&length=1200&name=lets-play-blog-launch.png)

let's play launch blog post

![clean-mascara-turnkey-blog](https://243327137.fs1.hubspotusercontent-na2.net/hub/243327137/hubfs/clean-mascara-turnkey-blog.png?width=1200&length=1200&name=clean-mascara-turnkey-blog.png)

supporting turnkey mascara blog launch

#### interactive marketing deck

- clickable pdf to explore mascara and packaging collections

[view pdf](https://notes.cassandrabuisson.com/hubfs/2021_Cosmopak_Collections_Presentation_All.pdf)

![cb-lets-play-deck-mock](https://notes.cassandrabuisson.com/hs-fs/hubfs/cb-lets-play-deck-mock.jpg?width=1000&height=608&name=cb-lets-play-deck-mock.jpg "cb-lets-play-deck-mock")

#### supporting social posts

collection tease, show invite

> [          View this post on Instagram                      ](https://www.instagram.com/p/CTI8eJjAm8o/?utm_source=ig_embed&utm_campaign=loading)
> 
> [A post shared by Cosmopak (@cosmopak\_beauty)](https://www.instagram.com/p/CTI8eJjAm8o/?utm_source=ig_embed&utm_campaign=loading)

digitized wheel spin social post

> [          View this post on Instagram                      ](https://www.instagram.com/tv/CZzof9ig0Oc/?utm_source=ig_embed&utm_campaign=loading)
> 
> [A post shared by Cosmopak (@cosmopak\_beauty)](https://www.instagram.com/tv/CZzof9ig0Oc/?utm_source=ig_embed&utm_campaign=loading)

show recap, shot and edited by me

> [          View this post on Instagram                      ](https://www.instagram.com/reel/CaqEAxJptK6/?utm_source=ig_embed&utm_campaign=loading)
> 
> [A post shared by Cosmopak (@cosmopak\_beauty)](https://www.instagram.com/reel/CaqEAxJptK6/?utm_source=ig_embed&utm_campaign=loading)

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