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2. Brief
Create a pop up shop to encourage a new, younger demographic to discover the new Daily Energizer range and become ambassadors
for Clarins before the products general release later this year.
Range
Target market is 18-30 years with emphasis on 25 plus age group. Five products: Cleansing gel, freshening toner, 3 x textures of day
cream. Premium brand but with an extremely affordable price entry point.
Concept
Open a Clarins Daily Energisers pop-up shop for 2 weeks in February. First 2 days for press only and then open to the public.
The range will be retailed in the pop-up shop for just 10 days. It won’t be available in the UK again until the 28 April in Boots and July
nationwide. Incentive to visit and purchase - a limited edition must have accessory.
Objective
To present this new range in a setting that feels relaxed and informal and looks fresh, cool and contemporary. A setting that will capture
the imagination of the press and makes Clarins relevant and appealing to a younger consumer. Not Clarins for my mother but Clarins for
me.
To create a group of new and younger Clarins brand Ambassadors in advance of the national launch.
Catering/Format
A fully staffed and operational juice bar for press and public. Catered food for press days. Browsing and chilling areas, Consultation and
testing, 30 minute Energiser Facials.
10. “Alongside Burberry’s broadcast of their runway show in Piccadilly Circus, Clarins received more press attention than
any other brand in fashion week as a result of their Energizer Pop up Shop,” MediaCom.
Some Statistics