Situation:
To celebrate the launch of Skin Control's latest skincare trio, Jelly Swipes, Dewy Drops and Bubble Cream, the brand partnered with the recently opened Body By Berner Darlinghurst studio to host an exclusive Pilates experience for media and key opinion leaders. The event brought together skincare and movement, introducing the benefits of the new range to tastemakers through an immersive experience.
Strategy:
The strategy was to create a Pilates class that tied back to the key benefits of Skin Control’s new skincare trio, while ensuring the brand was visible throughout the space and in any content captured on the day.
Every mirror in the studio featured branded decals and tongue-in-cheek taglines specific to each product, creating a clear connection between the activity and the functional benefits of the range, while giving guests another reason to capture and share content. There were a variety of other branded touchpoints at the event, including the refreshments cart, water cans, Pilates socks, mats and towels, ensuring Skin Control was featured throughout the guest experience.
Custom mantra cards were also created and placed at each mat that tied back to a product in the trio, pairing wellness inspired affirmations with messaging to their features; for example, ‘Stay Bouncy’ for the Bubble Cream, which promotes skin elasticity. Developed as an alternative to the traditional marketing card, they gave guests a takeaway from the experience while acting as a more engaging way to educate them on the range.
A professional photographer was also on site for one of the sessions to capture guests at the event. This imagery was shared with key opinion leaders following the event to generate social markups and extend the reach of the launch beyond the day itself.
Services Provided:
Invite outreach and guest management
Bump in and styling execution
Post event press pitching
Photography briefing and management
Supplier management and communication
Results:
The event generated 200+ pieces of social coverage across three sessions, with 30 guests attending each, and key opinion leaders promoting the new range and key benefits to their audiences. The branded setting also provided the perfect backdrop for Skin Control to capture its own content, including vox pop interviews with attending guests, driving further reach and engagement while creating a library of content to leverage post event.
