EVENTS | ACTIVATION

CLIENT/BRAND

Estée Lauder

CATEGORIES

• Events
• Retail
• Influencers

Estee Lauder was founded in 1946 and has grown steadily ever since, offering skincare and make-up products, as well as fragrances, that are as gentle as they are effective.

Estée Lauder wanted to announce the launch of a new night-time beauty routine with a point-of-sale event aimed mainly at influencers but also at the general public. On this occasion, the retailer chosen to host the event was the Druni store on Calle Velázquez in Madrid.

Our challenge was to decorate a 6 m² space inspired by the night. The brand had previously run PR events on this same theme using a bed as the common thread of the event. So we used that same bed as the centrepiece of our event and produced a range of complementary materials to decorate the space.

The decoration consisted of a backdrop with a small-star graphic evoking the night sky, a bed dressed in shades of blue, a rug and bedside table to create the feel of a bedroom, 3D stars hanging from the ceiling and totems displaying the products.

As an activation, we set up a herbal tea station with blends designed to promote better rest, served in personalised individual sachets so that attendees could choose their favourite.

All of this was complemented by an exterior decoration of balloons and a 3D sign featuring the brand logo.

We brought the brand closer to both Druni shoppers and passers-by on the busy Calle Velázquez, strengthening its brand positioning. The activation with specialist brand promoters led content creators of the calibre of Manuela Ochoa and Adri Uru to praise the features of this routine.