Bobbi Brown in Hamburg: beauty in the blink of an eye

Keyfacts

Free professional glow-ups in no time at all
Photo station for selfies and social buzz
Limited-edition goodie bags for the first visitors

Sometimes it doesn’t take much to create a great look – just three products, two actions and one minute – as Bobbi Brown ably demonstrated recently as part of the Express Tour at Westfield Hamburg-Überseequartier. The beauty brand stopped off with its “Natural Beauty Made Easy” promotion, transforming Überseeplatz square into a mobile beauty hotspot offering everything a girl needs for a spontaneous ‘glow-up’. An attention-grabbing event designed to engage the community and passers-by – deliberately without much fanfare, but with a lot of heart and expertise.

Natural beauty to go

The mobile Bobbi Brown booth took centre stage: unfussy, stylish and kitted out with everything a beauty lover’s heart desires. The make-up station invited all beauty-boost seekers to treat themselves to express re-touches between shopping and lunch, with product displays detailing the product range and a picture wall for those Instagrammable moments. The concept behind this was the 3-2-1 principle for quick, natural looks that work in everyday life – with three products, two fingers and one minute. Naturally, the make-up artists were also on hand for personalised advice and guidance, happy to share their professional tips.

The stylish mobile Bobbi Brown booth aroused curiosity among the many passers-by crossing Überseeplatz square, generating high footcount.

In no time at all, numerous visitors were given natural, free glow-ups by experienced make-up artists.

The photo wall allowed the guests themselves to become the stars of the show – including airtime on social media for maximum buzz.

As well as the make-up artists, friendly promoters were also on hand to introduce visitors to Bobbi Brown's 3-2-1 principle.

The make-up artists led by Senior Artist Celia Price (2nd from right) had their hands full on the campaign day, freshening up a host of feminine faces.

The first 200 guests were delighted to receive limited-edition goodie bags, and there were cookies and beverages for everyone to round off their beauty break with feel-good moments. The mixture of free re-touches, giveaways and the relaxed atmosphere attracted many passers-by throughout the day, especially in the afternoon.

Content, community and lots of buzz

The photo wall also quickly became the focal point for Social Moments, providing selfies, Instagram stories and spontaneous content shots. Social buzz and genuine brand interaction instead of pure product pushing was the order of the day, with the campaign demonstrating that, with well-thought-out beauty promos, sometimes less is more. A great many visitors visited the booth, seeking advice and experiencing the brand up close.

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Cases

Natural beauty to go

Content, community and lots of buzz