Bourjois: Joyfully Parisian
Bringing a cult brand back to the UK
After a 3-year hiatus, Bourjois was back. Our job? Build excitement around its return to the UK market with an advocacy collective and Parisian themed event.
The Challenge: Restore the cult-classic status of Bourjois with UK consumers.
During its break from the UK market, Bourjois had no media activity or products available. With only a few weeks lead time before it returned to Superdrug stores, we planned a creative tease, launch and sustain strategy to get UK beauty fans excited about its return.
What we did: Maximising our media and influencer contacts, we reintroduced the brand back to the UK, targeting those who we know loved and missed the brand. Through an introductory sell-in and influencer engagement, followed by an event, we built belief with creative influencer engagement and journalist contacts who regularly talked about the brand.
Coverage was 100% positive, with everyone celebrating Bourjois’ return.
To re-introduce its arrival back into Superdrug stores, we created an immersive and experiential media and influencer event – the Joyfully Parisian Bourjois pop-up. We branded the entire venue and offered a range of activities, including makeup sessions with industry known MUAs and a calligraphy masterclass using macarons that imitated the colourways of the iconic blushers.
Guests could enjoy a photo opportunity against our branded wall, with a polaroid and delicious sweets in the brand colours to take home as a reminder.
The event was a huge success, with coverage appearing in top titles including Vogue, Mail Online, Evening Standard and Refinery 29. A senior COTY representative even told us it was one of the best events they’d ever had for the brand.
313M+
reach through gold-tier media titles
730K
reached across paid and owned social channels
150+
accounts tagged Bourjois UK in the first week
