Fenty Beauty — UK & Scandinavia Launch

WE SET THE GLOBAL BEAUTY NEWS AGENDA

The brief: to launch a very different ‘celebrity’ make-up brand in which the key message was not the celebrity herself but rather the brand’s purpose and point of view. SEEN launched the brand in UK, Ireland and the Nordics with an exciting, unconventional and consumer-first engagement strategy, resulting in Fenty Beauty pioneering the conversation around diversity in cosmetics.

A multi-tiered campaign drove nationwide retailer queues, brought a new and engaged consumer into
Harvey Nichols and led to repeated product sell-through.

Front page news and broadcast placements shifted the Beauty agenda and was a call to action for all brands to do better, ushering in a welcome new beauty culture.

SEEN executed full service production for the UK exclusive launch party.