Fenty Beauty by Rihanna
In store
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The challenge

Our client, Boots, secured an exclusive launch of the Fenty Beauty by Rihanna range. To create a huge buzz and engagement during the launch weekend, we spearheaded a nationwide multiple-store takeover to create considerable hype, excitement, and multi-channel engagement for attending customers, PR, influencers, and social channels.

We aimed to wow customers with the perfect the Fenty Beauty brand experience and leave them feeling delighted while supporting them to buy products with a seamless customer journey.

Insight & Strategy

We had permission to "rip up the rule book" with our creative approach to this campaign to achieve next-level results.

We wanted to go all out with an unforgettable experience to cement the excitement and awareness of the launch. As such, we devised a multi-faceted takeover to immerse consumers in the Fenty Beauty world. There were makeover stations, in-store DJs encased in a podium displaying all the products, giant lipsticks with dynamic backdrops for the perfect Instagram photo, sampling, and chances to win - so the atmosphere was electric and full of opportunities to engage and delight consumers.

Activation

The event took place over three days in five Boots stores.

N2O’s experience touched every point in the store, showing off our full range of services (and more!) to provide this premium beauty brand with a full luxury takeover.

We were responsible for the concept, creation, management, and delivery of all experiential aspects of the store takeover and launch. Each store had makeup stations operated by professional makeup artists, a hexagonal product display booth where a DJ mixed the latest hits, premium Instagram areas, full window displays and branded elements. We refreshed customers with branded Fenty water bottles and cookies to add a special touch to the experience while they queued.

Our MUAs offered customers the chance to experience a “Fenty on the Fly” makeover, choosing from three gorgeous looks. In addition, premium Instagram areas allowed attendees to take a selfie and enter the FentyBeautyxBoots competition on social media.

We recruited the help of regional influencers to drive local awareness to the stores for the events.

Results

6,435

consumers actively engaged

200

% sales uplift

14,327

customers approached