| Title | HAUTE KOSMETIK |
| Brand | NORDISKA KOMPANIET |
| Product/Service | COSMETICS |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
Entrant Company
|
GARBERGS Stockholm, SWEDEN
|
|
Advertising Agency
|
GARBERGS Stockholm, SWEDEN
|
|
Media Agency
|
SCREAM MEDIABYRA Stockholm, SWEDEN
|
Credits
| Jan Lindforss |
Garbergs |
Account Supervisor |
| Elisabeth Philipson |
Garbergs |
Production Manager |
| Johan Wilde |
Garbergs |
Art Director |
| Evelina Nevréus |
Garbergs |
Art Director |
| Rebecka Osvald |
Garbergs |
Copywriter |
| Beatrice Sztanska |
Garbergs |
Designer |
| Jessica Carenfelt |
Garbergs |
Designer |
| Petter Ödeen |
Garbergs |
Creative Director |
| Ignacio Alonso |
Linkdetails |
Make/Up Artist |
| Linda Shalabi |
Linkdetails |
Hair/Stylist |
| Helena Modin |
Miine |
Producer |
| Eugenia Hildestrand |
Miine |
Producer |
| Linjepunkt |
Linjepunkt |
Retush |
| Benjamin Vnuk |
Lundlund |
Photographer |
The Brief
Nordiska Kompaniet, NK, is the only luxury departement store in Sweden. Their cosmetics departement has an extensive product range and expertise within makeup.
The target was to make people understand that NK is the premier destination for beauty care in Sweden, to raise the numbers of visitors and to increase sales.
Our strategy was to enhance our service range even more by launching a truely exclusive service. This would make potential clients wanting the best stuff for themselves choose NK as shopping destination.
Describe how the promotion developed from concept to implementation
We launched the world’s most exclusive makeup service. We called it HAUTE COSMETICS, referring to haute couture.
In order to guarantee high craftsmanship, only a few employees were certified to perform the service. The price range started at € 700, and the time consumption for fulfilling a makeup varied up to 10 hours. The new service was launched with a premiere where visitors got to see a Haute Cosmetics creation take form from start, and also had the chance to win their own.
Describe the success of the promotion with both client and consumer including some quantifiable results
The service generated world wide publicity in fashion and beauty media. During the campaign the departement sales figures rose with 14 percent.
Explain why the method of promotion was most relevant to the product or service
We wanted people to know that we have access to both the professionals and the professionals’ product range. People who cares about their appearances and wants what is best for them, would then choose NK as the primary shopping destination for beauty products. The treatment is now part of NK’s permanent service range.