Aesop tasked Beauty SEEN to secure informative editorial features and curate guest lists including KOLs, community members and cultural editors for the brand’s annual Queer Library activation during Pride month.

Beauty SEEN identified UK editors able to articulate Aesop’s commitment to spotlighting literature lost and found from LGBTQIA+ authors through SOLUS editorial features. Each feature included the CTA to visit the weekend installation at Aesop’s Soho store.

Beauty SEEN also supported in the careful curation of guestlists for two events within the store, including an opening morning event and panel discussion facilitated by A Vibe Called Tech and LGBTQIA+ authors from the UK. The guestlists included a mix of editors, KOLs, content creators, musicians and writers that attended the events, shared on social platforms, notably TikTok, and encouraged their audiences to visit the Queer Library. Social sharing of the activation on key social platforms drove awareness and built hype, inspiring consumer attendance and creating queues each day of the activation.

Communications supporting Queer Library resulted in 15 editorial mentions in titles including Wallpaper, GQ, Hypebae & Dazed Beauty, with a reach of over 4.5M and 51 social posts with a reach of over 950K.