Assignment: New Product Launch

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SITUATION ANALYSIS

Sephora, the leading beauty specialty retailer, partnered with Pantone LLC, the global color authority, to present the first SEPHORA + PANTONE UNIVERSE beauty collection, featuring the 2012 Color of the Year PANTONE® 17-1463 Tangerine Tango.  Sephora wanted to generate awareness in an iconic way about the partnership and also educate their customers on how to successfully apply the new color, which to some would be a challenge to apply successfully.

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THE STRATEGY

Create a show stopping iconic experience zone that not only acted as an interactive billboard but also a hub for press to attend and learn more about the partnership between Sephora and Pantone as well as function as an education center whereby consumer’s could learn how to apply such a vibrant color and subsequently share their looks on social.

 

THE SOLUTION: Pantone Pop-Up Color Shop.

To achieve these objectives, I created an unexpected retail mobile environment, which delivered on the client needs and strategy. Designed and executed by my agency Neverstop, the aluminum skin structure, which stood 23 feet tall by 43 feet long, was equipped with a fully functioning mechanized door that fanned out, featuring the Color of the Year and harmonized tones, just like the iconic PANTONE Color Guide. The interior boasted sleek, minimalist fixtures showcasing the SEPHORA + PANTONE UNIVERSE™ Color of the Year products, designed with ease of makeup application in mind. It also hosted a digital screen featuring real-time feeds via #sephorapantone. Sephora cast members assisted guests with application of Tangerine Tango products and encouraged guests to tweet their experience using the built in Tweet Station thereby extending the physical experience into the digital and creating a large social echo about the launch. 

 

RESULT

The Sephora + Pantone Universe Pop Up Shop generated local and national media buzz, as well as press on the blogosphere and social networks. Press Highlights include: Vogue, Design Boom, Trendland, Design Taxi, Refinery 29, Racked NY, LA Times, Zinc Magazine, Design Wire Daily, The Khooll, Seventeen Magazine, Trend Hunter, Pret A Marque and Haute Living. Actual product sold out on each consecutive day the pop-up was operational. Racked Online also rated the campaign as #2 best Pop-up. ROI of approximately 500%.