Find your match at the Cashmere Beauty Bar
Cashmere wanted to bring a little luxury to consumers in unexpected places. An ideal way to do that was with a mobile beauty bar that offered consumers the chance to find the right shade of lipstick for them.
The SituationCashmere Bathroom Tissue was on a roll in its efforts to connect the brand with fashion-conscious, luxury-minded women. To deepen this connection, Cashmere wanted to communicate that their bathroom tissue is luxurious enough to be part of their daily beauty routine. FUSE had already been engaged to turn around Cashmere’s Facebook presence. With that ongoing success in mind, the brand invited us to develop an activation that would bring this new initiative to life for consumers.
The BreakthroughWhen it comes to bathroom tissue, Cashmere really is a luxury. It’s a premium brand that delivers softness and comfort. It’s an ideal match for our audience, which is already a fan of treating themselves to feel better, celebrate a good day, or just indulge in something they love. These treats can be small luxuries such as chocolate from Soma, a delicious latte or a new lipstick. With this in mind, we considered how to bring a taste of luxury to consumers when they’re treating themselves to a special event. The result was the Cashmere Beauty Bar, a mobile experience that took inspiration from high-end make-up counters such as Holt Renfrew and Kate Spade. Branded to be distinctly Cashmere, the bar travelled to the Roger’s Cup and TIFF. Cashmere ambassadors were on hand to invite women to discover a shade of lipstick that’s right for them by testing a variety on their hands and lips. Cashmere was woven into the experience by using the bathroom tissue to wipe the tried lipstick off their hand. Once they had selected and received their preferred shade, they would be invited to blot their lips using Cashmere, of course. The activation allowed us to have women interact with the brand several times in several ways. At end of the experience, participants would receive a branded mini tote bag with a coupon, along with their lipstick.
The PayoffThe bar was a success from the moment it opened. We had consistent lineups at both event locations. We were able to have extended interactions with over 11,000 women. Participants were so eager to take part, they would stand in line for 5-10 minutes. Feedback from those who participated was highly positive. We had consumers telling us that searched for the bar because they heard about it from a friend or colleague that visited the previous day. The activation was ideally suited to communicate the premium attributes of the brand and help demonstrate the variety of ways Cashmere Bathroom Tissue can be used, which in turn should help increase usage occasions for consumers, and drive sales.
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