MAKE UP FOREVER
Our initial challenges were to boost the brand’s reputation and visibility, ensure Make Up For Ever became a ‘must-have’ for make-up artists and consumers, and to significantly increase sell-through in Italy. The challenge going forward is to steadily increase digital visibility through influencer and social media activities.
An intensive PR campaign saw us undertake media relations activity to support new launches and existing products, in line with seasonal focuses and trends. We have also organized press trips to the Paris headquarters and interviews with the brand’s expert make-up artists. Media relations were supported by the creation of special events, tutorials and one-on-one meetings at shop-in-shop venue in Milan. These were attended by press contacts and top bloggers / digital influencers, youtubers, as well as by IT-Girls. In particular, we helped in the development of the event concept of the National Contest of Body Painting in Italy and coordinated all of its stages, incuding the music party. We hired the jury of the contest from beauty editors and La Truccheria. We invited all key beauty editors and bloggers/vloggers. The event was a huge success and involved also the customers of Sephora. As the brand started a new collaboration with music stars, we are supporting all the activities. In particular we participated at the concert of Charlie XCX with vanity Fair and Cleo Toms. The event was well supported by the print and online publication and we had a prominent interview at Cleo Toms’ blog.
The brand visibility had a prominent acceleration in all media-channels. The growth in digital and social media channels has been exponential over the past two years. As a direct result of our activities, the Italian market has seen a growth in sales and the brand has been able to target a greater number of consumers. Thanks to our innovative strategies and intensive activities with all the media levels, we have been able to attract the Millennial generation and a cooler, younger target perfectly online with the image of the brand.