Situation

Plenty of women can't afford for expensive brands but they desire them. Women love to play with their make-up and have variety of eye shadows, blushers, lipsticks, polish nails in different colors. Moreover people start to travel more and they don’t' have plenty of space for cosmetics in their suitcase. Sephora as first perfumery decided to launch products in mini size to meet market's needs.

Brief

Sephora wanted to use media consumed by young women and having possibility to show mini products in their mini size and mini price.

Objectives

Build trial towards younger TG who now can afford for buying expensive brands.

Increase BTG products sale at Sephora's shops

Associate BTG products with Sephora.

Visualize mini size and mini price

Campaign was divided in 3 main stages as at the beginning we wanted to build awareness in selected niche groups to make them ambassadors having positive brand experience and attitude to Sephora.

At first we inform trendsetters and beauty fans about mini size products. Communication was started in "young" media - online, mobile and bloggers. In YT movies bloggers show BTG products using during putting make-up and told all advantages of them.

At second stage wide communication was started: print, ambient media in shopping malls.

At last step - nationwide TV (July) to inform about BTG offer other people and communicate mini size products during holiday period.

In each step we focused on quality and presence close to place and moment of usage.