BEAUTY PIE

BRIEF

Luxury cosmetics online-club brand, Beauty Pie, wanted to make its first foray into the physical retail space with a pop-up at Harvey Nichols' iconic Knightsbridge flagship store.

EXPERIENCE

We created a one-stop beauty destination for visitors to enjoy shopping for the luxury brand in person, and to be introduced to the vast selection of products they offer.

We produced the full shebang of a VIP launch. Think live DJ, breakfast canapés, and exclusive access to the space prior to the general public unveiling. Industry leaders, influencers, and media all came together to be hosted by Beauty Pie founder, Marcia Kilgor.

Being their partner agency, we gave them creative direction, production design, and build. Not to mention, of course, our expert beauty staffing from our BrandWarriors for the duration of the event. For the first time EVER, Beauty Pie fans could physically interact with products. As if this wasn't enough, they learned about the products from the Pie-fessionals, trialling before purchase or signing up to tiered membership options.

REACTION

Initial sales and press coverage was incredibly encouraging, despite Covid-19 hitting within a month of activation.

We're now working on plans to reinstate and deliver a full campaign in the coming months.