# Saie's 'Makeup Class' touring masterclass program builds superfans through in-person education

*The brand teaches application technique across New York, Toronto, and London, converting attendees into vocal advocates.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-06-11.

Canonical: https://www.pops4.com/stash/articles/saie-2026-06-11t12-3
Subject: Saie
Tags: education marketing, community building, experiential retail, creator activation, multi-market expansion

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Saie launched 'The Makeup Class' in 2024, an in-person education program that traveled to New York, Toronto, and London, according to Glossy. The brand invited both creators and community members to attend sessions teaching makeup application technique using Saie products.

The mechanic is straightforward: small-group masterclasses, led by brand educators, focusing on specific skills rather than product pitches. Attendees leave with knowledge they can immediately apply, and the brand gains advocates who understand the product's use case well enough to recommend it confidently.

This works because education removes the friction between interest and competence. A customer who knows how to use a product correctly will use it more often, see better results, and recommend it more credibly. The in-person format compounds the effect — attendees associate the skill gain with the brand, and the shared experience creates a cohort of aligned advocates who reinforce each other's enthusiasm online afterward.

Multi-city touring extends reach without requiring permanent retail footprint. Saie selected markets with distinct communities — New York for density and creator concentration, Toronto for English-speaking Canada, London for European entry — each stop generating local coverage and social proof that travels back through digital channels.

The steal for a physical product brand with **$5,000** to **$15,000** works at smaller scale. Pick one city where your customer density is highest. Partner with a local studio, coworking space, or retail shop that will host for free or a small fee in exchange for exposure. Structure a **90-minute workshop** teaching one specific skill tied to your product — not a demo, a teachable technique. Cap attendance at **12-15 people** to keep it intimate. Recruit through email, DM outreach to local micro-creators (**1,000-10,000 followers**), and a simple Eventbrite page. Offer the session free or at **$25-$40** to ensure commitment without excluding interested customers.

Document everything. Assign one person to capture video clips, attendee testimonials on camera, and group photos. The content generated from one session fuels **4-6 weeks** of organic posts and paid creative. Attendees become your local field team — they post their new skill, tag your brand, and respond to questions in comments with firsthand authority.

Repeat the format quarterly in the same city before expanding. Consistency builds anticipation and lets you refine the curriculum. Once you have a proven format and **20+ documented testimonials**, approach similar brands in adjacent categories about co-hosting to split costs and cross-pollinate audiences. A skincare brand and a makeup brush company teaching a complete routine splits the **$3,000 venue and staffing cost** while doubling attendance quality.

The broader pattern: education-as-acquisition works when your product requires skill to use well. The workshop is the customer's first win with your product, and they credit you for the competence they gained.

## The takeaway

Teach your product's best use case in a small room, document the transformation, and let skilled customers become your loudest advocates.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
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