The beauty brand takes its latest setting spray into a pool as part of a marketing activation designed to showcase its waterproof performance
PAC Cosmetics has taken its latest launch, the Ever Stay Setting Spray Mini, beyond the conventional beauty counter with an experiential **marketing and promotional activity** designed to demonstrate the product’s waterproof performance.
The premium beauty brand hosted an exclusive Aqua Pilates session at JW Marriott Mumbai Sahar on 20 August, bringing together beauty, wellness and fitness to create a real-world setting for showcasing the product. The event was attended by a select group of media personalities, influencers and members of the brand’s community.
Pool Workout Doubles As Product Demonstration
As part of the activation, participants entered the pool for an Aqua Pilates workout while wearing makeup set with the Ever Stay Setting Spray Mini. The format was designed to expose the makeup to water and movement, allowing guests to experience the product’s claimed performance during the session.
PAC Cosmetics said that even after multiple dips in the pool, the makeup remained visibly in place without budging. The live demonstration was positioned as an alternative to conventional product showcases, using an activity where makeup would be directly exposed to water.
Aqua Pilates uses the resistance of water to add intensity and dynamism to conventional Pilates movements, making it a setting aligned with the brand’s objective of demonstrating the spray’s suitability for active and on-the-go lifestyles.
Marketing Meets Experiential Beauty
The activation reflects a broader trend among beauty brands towards experiential marketing, where product attributes are demonstrated through consumer experiences rather than traditional promotional formats.
For PAC Cosmetics, the Aqua Pilates session was intended to highlight the relevance of long-lasting and convenient makeup products for consumers with active routines, travel schedules and long days.
The Ever Stay Setting Spray Mini is positioned as a compact version of the brand’s setting spray, combining portability with long-lasting makeup performance. Its size is designed to make it suitable for handbags, travel kits and on-the-go touch-ups.
The company said the Aqua Pilates activity formed part of its efforts to connect product development with the evolving needs of beauty consumers.
By moving the product demonstration into a pool, PAC Cosmetics turned its waterproof positioning into a live promotional experience, using water, movement and fitness as the backdrop for showcasing the setting spray.
