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○ CHALLENGE
Create hype and generate awareness of Parisian beauty brand Violette_FR official launch into MECCA stores across Australia.
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○ SOLUTION
New Moon designed a three-day immersive experience and media evening that embodied the brand’s values of individualism, authenticity, and fun.
The consumer activation was situated in the beautiful harbourside neighborhood of Double Bay, and cleverly brought founder Violette Serrat’s inner world to life. We showcased her creative process, her artistic exploration, and curated a space that paid homage to her home studio and to those that she considers muses.
The media experience culminated in an intimate evening for media and friends, hosted by Violette_FR’s founder herself, as well as MECCA’s CMO, Kate Blythe. The night featured mood make-up masterclasses and creative product-play that were a highlight in introducing this new, inimitable brand to a new market.
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○ RESULT
The event activation garnered a sell out launch week for Violettes most iconic products such as the bisou balm and Yeux eye paints. Over the multi-day campaign we distributed 1000 bucket hats, free make-up trials and croissants in partnership with Baker Bleu.
The activity around Violette_FR launching into MECCA stores received positive write ups in leading publishers Harpers Bazaar and Grazia and the experience gained thousands of stories and in-feed posts from attendees and influencers, gaining organic campaign impressions in the millions.
The activity reaffirmed MECCA’s position as a trusted destination for beauty enthusiasts.
THE ACTIVATION
The activation was designed to immerse guests in the world of Violette_FR, blending the artistry of makeup with the charm of a Parisian cafe. Attendees were invited to engage in mini makeup applications, gaining hands-on experience and building confidence in the brand’s offerings. This interactive approach deepened the connection between guests and the brand, leaving them feeling excited while also driving sales, with a specific focus on MECCA Double Bay.
LOCATION
Nestled in the vibrant Double Bay area, MECCA strategically tapped into the interest of their target consumers in makeup products. Additionally, the event’s proximity to Guilfoyle Park, adjacent to the MECCA store in Double Bay, facilitated easy access for attendees, optimising sales potential.
LAYOUT
The layout was a seamless fusion of Parisian cafe aesthetics and Violette_FR’s distinctive blue color theme which gave ample opportunity to explore the product line. The design offered a visually captivating and inviting space for guests to explore and engage with makeup products.
MEDIA EXPERIENCE
THE ACTIVATION
We created an immersive brand takeover, transforming a private venue into an Artist’s Gallery, offering a glimpse into Violette’s creative world. This captivating event seamlessly blended beauty and artistic expression, amplifying the brand’s story through curated touchpoints and styling.
EVENT MOMENT
Social networking opportunities and entertainment elements added vibrancy to the event, enhancing the overall experience and leaving guests inspired and emotionally connected to the brand.
GUEST JOURNEY
Guests explored curated touchpoints, engaged in meaningful conversations, and enjoyed artistic insights, deepening their connection with Violette_FR. The evening included a Welcome Q&A section, products trial and social networking