Bourjois taps into London Fashion Week
Bourjois, the make-up and beauty brand, is launching a pop-up shop, a tie-in with Channel 4 and an integrated marketing campaign to coincide with London Fashion Week.
Bourjois: rolls out London Fashion Week activity
The campaign, negotiated and created by media agency MEC and branded entertainment agency MCBX, features TV, experiential and social media activity.
The activity will run alongside London Fashion Week, which starts on Friday (17 February) and runs until Wednesday (22 February).
The brand's first pop-up shop, called the Bourjois Boutique, will offer a make-up and fashion experience for consumers in Shoreditch, East London.
MEC Access and MCBX have partnered with Princess Productions and Bourjois to develop television programmes for Channel 4 hosted inside the pop-up shop and fronted by T4 presenter Jameela Jamil.
The shows will air during T4 programming and feature celebrity interviews, fashion advice, backstage London Fashion Week news and interviews with fashion designers.
The boutique will have heavily discounted Bourjois make-up for consumers to buy, with limited edition products, free one-on-one makeovers, nail art, and hairstyling, among other activities.
Digital and social media activity for the campaign includes Facebook activity and partnering with fashion bloggers to create a "buzz" around the brand before the campaign breaks.
During London Fashion Week the brand will run a GPS-enabled street game around Shoreditch called 'Find the Bourjois Belle', in which consumers can win prizes for taking part.
Juliette Berthiot, head of brand communication and new business at Bourjois, said: "London Fashion Week is one of the most talked about weeks of the year in the fashion and beauty world, among our core audience of 18- to 34-year-old women.
"We believe this new concept will be a real success in building brand awareness, driving our association with fashion and ultimately allowing us to further engage with our customers."
Bourjois is not a sponsor of London Fashion Week and is launching the marketing activity alongside the fashion event.
In November last year, Vodafone revealed its place as a headline sponsor of the fashion event, after signing a seven-season-deal to make London Fashion Week "more accessible" to consumers.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Senior Account Executive fishtank Up to 24,000, United Kingdom
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
Integrated digital marketing offers huge opportunities to engage, servic...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...