Beautyblender
Already the 'go to' beauty brand in the US for makeup artists, we helped Beautyblender achieve the same heights in Australia.
Executive Summary
Beautyblender make up sponge is the must have makeup accessory for women after a flawless finish.
Popular in the USA and throughout it was time to launch the brand into the hands and makeup kits of Aussie women.
The Challenge
Beautyblender is a makeup sponge that is imported from the US, used by professional makeup artists and aspiring beauties.
The product assists in achieving a flawless complexion and is a much-needed beauty accessory for any woman.
Beautyblender approached Polkadot Communications to assist with the launch of its product into the Australian market.
To demonstrate the unique technique used in Beautyblender to achieve a flawless finish.
To get the Beautyblender in the make up kits of influential Australian make up artists.
To promote Beautyblender as a perfect gift for mother’s day, Christmas, etc.
Our Solution
Step #1
The campaign kicked off with an exclusive media launch held at Bondi Icebergs to share with media the story behind Adina Apartment Hotel Bondi Beach followed by a walk-through of the hotel.
Step #2
A street activation including street graffiti to lead consumers to the Hall Street location built awareness in the lead up to the official opening.
Step #3
Polkadot Communications worked with the top Australian makeup artists and seeded BeautyBlender to them encouraging them to use it as their ‘go to’ tool for all their makeup jobs.
Results
Polkadot Communications was successful in running a low-cost media event where we worked with an Australian makeup artist and offered one on one demonstrations with key media. Immediate coverage and prominent press coverage was the result of this initiative.
With a limited budget, we were able to make a splash by educating the media and outreaching to key influencers including the professional makeup artists and makeup departments at Australia’s TV stations. Polkadot Communications was thrilled with the results for Beautyblender, which saw incredible growth in a short space of time both in wholesaling to salons and retail stores and retailing directly to customers online. Their initial allocation of product sold out within the first few weeks due to all the press coverage achieved.
Campaign Stats
- Month #1 – Clippings 20%
- Month #2 – Clippings 45%
- Month #3 – Clippings 55%
- Month #4 – Clippings 80%
- Month #5 – Clippings 95%
- Month #6 – Clippings 100%
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Statistic #1
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Statistic #3
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Statistic #2
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