How can a new, lifestyle-oriented, premium vegan cosmetics brand be authentically anchored in the heart of its target group? This was the challenge we faced together with our long-standing client Henkel AG & Co. KGaA during the launch of the newly created Authentic Beauty Concept brand.
A two-part, experience-oriented concept with two distinct objectives: On the one hand, to generate visibility for the brand in an environment relevant to the target group and, on the other, to engage in dialogue with experts from the industry and strengthen the brand community. The idea was born to create a temporary brand and shop experience in a first step, and to realize a community event in a second one, where like-minded people could experience the brand and its lifestyle, and talk about the products.
At the BIKINI Mall in Berlin, we implemented the world’s first Authentic Beauty Concept Pop-Up Store, which was opened in collaboration with brand ambassador Said Rubaii and where visitors could not only experience the brand with all their senses but also have themselves professionally styled.
At the Authentic Beauty Concept Community Event in Munich, we created an inspiring day for 150 hair stylists from Germany, Austria and Switzerland with a variety of product-specific workshops, yoga sessions, vegan cooking classes and photography courses. An extension of the experience via our client’s social media channels ensured extensive coverage.