Marketing

Maybelline Turns Tubing Mascara Into a Lash Lab at CW Brand Lab

Dot Dot Dash translated Maybelline’s Sky Tubes mascara concept into an industrial-style installation at Chemist Warehouse’s August showcase in Melbourne.

Maybelline Tubing Lash Lab with oversized silver pipework and mascara displays at CW Brand Lab
Marketing

Maybelline Turns Tubing Mascara Into a Lash Lab at CW Brand Lab

Photography: Simon Shiff. Event design and production: Dot Dot Dash for Chemist Warehouse.

Maybelline New York translated its tubing mascara proposition into a physical Tubing Lash Lab at Chemist Warehouse’s CW Brand Lab in Port Melbourne in August 2026. Created within the retailer’s Brand Showcase, the installation used oversized silver pipework, cylindrical product displays and mirrors to connect the mascara’s name with a space built around product discovery.

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