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' Launching European Cosmetics Brand into UK '

Client: Cosnova
Brand: Essence

The challenge
Launch Europe’s No.1 make-up brand into the UK market with a bang.

Audience insight
Teenage make-up consumers aren't brand loyal. We knew that showing them the full essence UK range – with its unique and innovative products – would encourage them to try the brand. We planned and implemented a fully integrated campaign comprising of outdoor, press and digital advertising, experiential and social media activity. As the ads went live, we launched a month-long competition with a different entry mechanic and prize every day to generate excitement, showcase the full UK range and grow essence's online following.

Early sales of essence products across the UK are strong. The UK Facebook page at 25,000+ Likes is already the largest and most engaged of all of essence’s international pages. The July competitions attracted over 4,000 entries and reached over 450,000 users on Facebook and Twitter.

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