LAURA MERCIER LE MERCIER DAILY CAFE

TO CELEBRATE THE LAUNCH OF LAURA MERCIER’S TINTED MOISTURISER NATURAL DEWY SPF 30 DURING NYFW, THE BRAND WANTED TO CREATE A HIGH-IMPACT, IMMERSIVE POP-UP EXPERIENCE WITH PRE-EVENT CONTENT TEASERS FOR SOCIAL MEDIA. THE ACTIVATION AIMED TO DRIVE CONSUMER AWARENESS, OFFER PRODUCT EDUCATION, GENERATE ORGANIC SOCIAL ENGAGEMENT, AND CONNECT THE BRAND TO THE NYFW CULTURAL MOMENT WITH A SIMKHAI RUNWAY TICKET GIVEAWAY.

A TWO-DAY POP-UP ACTIVATION TOOK OVER A PRINCE STREET CORNER NEWS SHOP IN SOHO, NYC. STYLED AS A PARISIAN CAFÉ — LE MERCIER DAILY CAFÉ — THE ACTIVATION BLENDED FRENCH ELEGANCE WITH NYC ENERGY. THE EXPERIENCE INCLUDED SHADE MATCHING BY PROFESSIONAL MAKEUP ARTISTS, CURATED F&B OFFERINGS, BRANDED KEEPSAKES, AND CONTENT CAPTURE MOMENTS THAT ALIGNED WITH NYFW BUZZ AND LAURA MERCIER’S ACCESSIBLE LUXURY POSITIONING. THE EVENT WAS OPEN TO THE GENERAL PUBLIC, BEAUTY CREATORS, AND PRESS AND GENERATED A TOTAL FOOTFALL OVER 2,000.

THIS BESPOKE EXPERIENCE INVITED GUESTS TO DISCOVER THE NEW TINTED MOISTURISER WHILE INDULGING IN A CURATED SELECTION OF EVERYDAY ESSENTIALS — BAGUETTES, COFFEES AND BESPOKE LE MERCIER DAILY NEWSPAPERS. THE SELECTION OF A PRIME CORNER LOCATION ALLOWED FOR THE PRODUCT DISPLAYS AND TAKEAWAY MERCHANDISE AND THE PHOTO MOMENTS TO HAPPEN SIMULTANEOUSLY FOR A SEAMLESS GUEST EXPERIENCE, WHILE ALSO ENSURING PLENTY OF SPACE FOR THE ENDLESS QUEUE DOWN THE BLOCK.

LEADING UP TO THE ACTIVATION, ANOTHER A STORY PRODUCED AND DIRECTED A PRE-EVENT PROMOTIONAL SHOOT TO PROMOTE THE POP-UP AND CAPTURE THE ESSENCE OF THE NYC LOCALE AND CAPITALISE ON NYFW EXCITEMENT. THE BRAND AND ITS AMBASSADORS WERE ABLE TO SUCCESSFULLY LEVERAGE THE DIGITAL CONTENT FROM THE PRE-EVENT STUNTS AND THE LIVE CONSUMER EXPERIENCE ACROSS SOCIAL CHANNELS TO DRIVE TRAFFIC TO THE EVENT AND ULTIMATELY TO SHOPPABLE PRODUCT PAGES.

KEY ACTIVATION ELEMENTS
– A CUSTOM LE MERCIER DAILY NEWSPAPER DISPENSER ANNOUNCED THE LAUNCH OF ‘THE BEST GETS BETTER’ CAMPAIGN FOR THE UPDATED SPF 30 VERSION OF THE BRAND’S HERO ‘EVERYDAY ESSENTIAL’ PRODUCT.
– A BRANDED TOTE BAG TO SERVE AS A UNIQUE KEEPSAKE AND AN AUTHENTIC BRAND MARKETING TOOL
– EXCLUSIVE NYFW SIMKHAI SHOW TICKET GIVEAWAY CAPITALISED ON THE CULTURAL MOMENT AND LUXURY ASSOCIATIONS
– SHADE MATCHING WALL WHERE EXPERT MAKEUP ARTISTS PROVIDED PERSONALISED COLOUR CONSULTATIONS
– PRODUCT DISPLAYS STARRING THE NEW TINTED MOISTURIZER NATURAL DEWY, PLAYFULLY STYLED WITHIN DISPLAY CASES OF FRESH BREAD BASKETS, BRANDED TAKEAWAY COFFEE CUPS, AND COPIES OF LE MERCIER DAILY
– F&B OFFERINGS OF TAKEAWAY COFFEE AND FRESH BAGUETTES CALLED TO MIND AN EFFORTLESS PARISIAN CAFÉ FEEL
– A CURATED PHOTO MOMENT SETUP ENCOURAGED SOCIAL SHARING, A KEY TOUCHPOINT FOR GUESTS TO CAPTURE AND SHARE THE EXPERIENCE TO AMPLIFY SOCIAL REACH