Hourglass Cosmetics has appointed MAXMEDIALAB as its agency partner in Australia.
The agency will be leading the brand’s communications locally, spanning culturally relevant storytelling, strategic talent and media partnerships, social-first content, digital optimisation, and considered brand experiences.
To kick off the partnership, Hourglass has recently undergone its latest Australian retail launch, with a new counter opening at Heinemann, Sydney International Airport Terminal 1.
"Opening our first counter in Australian travel retail is a proud moment for Hourglass," said Hourglass regional general manager APAC and head of global travel retail, Ai San Beaumont.
"Travel brings people, cultures, and experiences together, and we’re delighted to be part of that at Sydney Airport."
"With Heinemann and Sydney Airport, we look forward to introducing travellers to our vegan and cruelty-free formulas, from on-the-go essentials like Vanish Airbrush Concealer to curated gifting with Ambient Lighting Edit Unlocked palettes."
The new counter features a curated edit of Hourglass’ coveted complexion, colour, and finishing essentials, bringing the brand’s signature blend of artistry, innovation, and high-performance formulas to international travellers.
"Renowned for its unique blend of innovation, artistry and performance, Hourglass brings a fresh perspective to luxury beauty that resonates with today's global traveller," shared Heinemann Oceania managing director, Rosi Fernandez.
"This launch reflects our commitment to curating distinctive brands and creating moments of discovery that elevate the travel experience."
Hourglass is now available at Heinemann, Sydney International Airport Terminal 1, and via hourglasscosmetics.com.au and Sephora Australia.
Image credit: Supplied
