In the fashion world London is considered one of 'the big four' cities. The twice-yearly, high-profile London Fashion Week is therefore the perfect opportunity to market the latest products. The British Fashion Week Council use the week to launch young designers and encourage fresh talent. But what about established brands? Beauty brand, Bourjois, launched its first ever pop-up concept store alongside a fully integrated media campaign in conjunction with London Fashion Week.
'The Bourjois Boutique' offered customers heavily discounted and limited edition products, free makeovers and personal sketches with a fashion illustrator. Channel 4's T4 hosted programmes, named after the concept store, fronted by Jameela Jamil. Jamil presented backstage news and gossip and conducted celebrity interviews.
The venue was located just opposite the world's first pop up department store, Boxpark. Internally the design concept followed a Parisian theme, with pearls, tiaras, necklaces and trinkets scattered across wooden tables. Vintage clothes were hanging from a rack and makeup artist bulb lighted mirrors created a backstage dressing room feel to the room.
Bourjois devised a number of activations. The 'My Bourjois Look' competition invited Facebook fans to share their best photo that encapsulated the Bourjois brand values to win prizes. The team also worked with key fashion and beauty bloggers to encourage awareness with the aim to drive footfall to the Bourjois Boutique and traffic to Bourjois' Facebook page. Photos taken in the store, after a makeover, were uploaded to Bourjois' Facebook page.
A GPS-enabled street game, 'Find the Bourjois Belle', was also created in partnership with Slingshot. Players must track down the belle and greet her with a code phrase. The code phrase will be revealed on Bourjois' Facebook page. An online version of the game called 'Spot the Belle' ran alongside this.
In 1863, Bourjois was created in Paris. The actor Joseph-Albert Ponsin was the company's first creator. He prepared makeup and perfumes for actors and actresses in the comfort of his own home. In 1868, Ponsin entrusted his entire activity to Alexandre-Napoleon Bourjois, the inventor of the world's first powder blush.