Labello

Starting Points

Labello aimed to make a striking launch for its new Caring Beauty product range, specifically targeting young people and young adults to try the new products. However, the cosmetics industry is highly competitive. Relying solely on traditional influencer marketing and advertising makes it challenging to capture the target audience's attention. Labello sought to connect more closely with young adults and provide consumers with an experience, beyond just an influencer campaign, that would leave a lasting impression of the brand. 

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Strategy

With the digitally native young target audience in mind, we set out to design a PR event that would incorporate a digital dimension alongside physical elements. Two current trends guided the event concept's development. A popular color analysis trend on social media would highlight the products' versatility: Caring Beauty products can be used as both lip balms and blushes. Meanwhile, the globally recognized oversized marketing trend inspired us to think about how to maximize visibility for the new packaging. Influencer duo Ella and Helmi were selected as the event's ambassadors and faces. 

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Creative Idea

On Women's Day, shoppers at Jumbo shopping center were greeted by a surprising three-and-a-half-meter-tall Caring Beauty tube. Inside, visitors could use an AR filter to discover which of the product line's three shades suited them best. This AR filter will also be available on Snapchat in the future. Promotional staff entertained those queuing for the tube, helping them test out the shades. As a Women's Day treat, visitors received a product gift after experiencing the AR filter at the event. 

The event also featured a two-hour meet and greet with Ella and Helmi, where fans had the chance to take photos with the influencers. The event's popularity surpassed all expectations, with the first fans queuing at the shopping center doors hours before opening.

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