Objectives & Strategy
To launch YouTube sensation Zoella's Beauty products while generating awareness, buzz, content, traffic and sales.
Bring Zoella's personality to life in an offline environment through multiple touch points and mediums that will resonate with key editors, influencers, bloggers and make-up artists.
Tipped as the biggest beauty launch of the year due to the blogger's army of over 6 million YouTube subscribers, unsurprisingly the entire range sold out in a just a few hours!
The 'pastel paradise' concept featured over 1000 balloons lining the high ceilings, a copper bath filled with notes from the perfume and a series of vignettes that allowed guests to experience the products in hand.
Over the course of the evening the event hashtag was posted on instagram over 15,000 times and the launch also trended on Twitter for several days.