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Bourjois launch first-ever pop-up store in London Fashion Week campaign

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By The Drum Team, Editorial

February 15, 2012 | 2 min read

Beauty brand Bourjois will launch its first-ever pop-up store in Shoreditch to run alongside a fully-integrated media campaign in conjunction with London Fashion Week.

The campaign will feature experiential, TV and social media to create an all-round experience, featuring the brand’s first pop-up concept store, The Bourjois Boutique, T4 programmes based in and on the store, and Facebook-led social media activity.

The Boutique itself will present a unique experience for fans of the brand, offering free makeovers, heavily discounted and limited edition products, personal portraits and styling sessions. The T4 programmes of the same name will be fronted by Jameela Jamil and will present news and interviews from London Fashion Week.

Media agency MEC were appointed by Bourjois to create the campaign and it has worked closely with the brand, MCBX and Princess Productions to produce the television shows, which will all be filmed at the pop-up store. MEC’s social media team has also devised a series of unique activations to help strengthen the association between the campaign and London Fashion Week, using competitions and working with pivotal fashion and beauty bloggers to help drive footfall to the store and traffic to the Bourjois Facebook page.

GPS-enabled games have also been devised by Slingshot, to run in concurrence with London Fashion Week, as well as online-only versions designed to run on Facebook alone.

Chantal Rickards, head of programming/branded content at MEC Access said: “Brands are increasingly creating and owning content to engage consumers and promote their products.

"Working with Channel 4 will give us the reach and the audience that we need and with a guest list of high-profile stars and celebs from the fashion world, this really will be must-watch TV. The Bourjois tie-up with London Fashion Week enables us to grow the brand’s fashion credentials while rewarding its customers with content that is both relevant and entertaining."

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