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Fenty Beauty
The Client
Total OOH impressions
Instagram likes
Locations
Superstar singer Rihanna launched Fenty Beauty in 2017, and it became an instant sensation. She created the cosmetics brand in conjunction with LVMH (Moët Hennessy Louis Vuitton), a leading luxury goods conglomerate. Fenty sells foundations, concealers, highlighters, bronzers, blushes, eyeshadows, lipsticks and more, and its products are known for their high quality, innovative formulas and stylish packaging. The trendy, modern image attracts consumers in their teens, 20s and 30s — mostly women but inclusive of all genders and identities.
Fenty wanted to promote the unisex fragrance Rihanna created, called Eau de Parfum. It had a clear vision: a larger-than-life floral installation inspired by Rihanna’s view on fragrance and the notes comprising the scent. The brand also wanted to emphasize inclusivity, creativity and the sensory experience.
Sourcing floral arrangements with an artistic touch that created something similar to an out of home print was challenging. Luckily, we found a fabulous partner in Mr. Flower Fantastic.
Finding a location that allowed a living flower wall set up meant navigating the ebbs and flows of New York City permitting. We wanted a high-foot-traffic area, with the goal of getting people to visit, amplify the display on social media, and drive pre-sale purchases.
We built on Fenty’s confident, unapologetic brand identity to create a living floral wall in New York City with this message: “Smell however the f*ck you want.” The asterisk was actually a small version of the Fenty logo. This attention-grabbing approach worked on two levels. It captured the attention of passersby and played well on social media.
Fenty targets heavy social media users, and posting and sharing unique experiences on socials creates viral buzz. Floral walls are an uncommon, immersive experience. Combining a product promotion with visually appealing elements created strong buzz around the fragrance and encouraged widespread social media engagement.
Fenty shared the campaign on Instagram and received a huge response, garnering 28,627 likes.
We created the floral display at Lafayette Street and Houston Street in New York City. It remained up for four days. We were surprised (and pleased) that the slight profanity still gained the necessary permitting with the city!
This campaign set the stage for a global push of more flower walls in other metropolitan cities like London and Paris.
In less than a week, the campaign led to an incredible 458,284 out of home impressions.
Gino Sesto, Founder & CEO, DASH TWO
We work with a lot of clients in beauty and cosmetics. Understanding the crucial ways to engage with their audience led us to combine OOH with social media to achieve the full potential of advertising amplification.
Digital and Outdoor Advertising Agency. Expertise in the science of digital and the art of the outdoor.
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