Magnum has launched its Magnum Beauty Store concept in Shanghai, partnering with Benefit on an experiential pop-up that fuses ice cream and beauty services.
The event, which took over part of the Réel Mall in Shanghai, aimed to introduce Magnum’s premium ice cream range, specifically its Double Raspberry flavour, under the theme of ‘release your beast’ with Magnum introducing four ‘beasts’, a lion, polar bear, leopard and tiger.
The concept of ‘release the beast’ and partnering with non-FMCG brands is not new to Magnum. The brand has also already partnered with high fashions brands, such as Moschino, in which it released a film about releasing the beast, starring Cara Delevingne and Jeremy Scott.
An interactive part of the experience used an LED wall and augmented reality to turn the beasts into 3D characters, which visitors could then be pictured alongside in a photo booth.
The total of seven zones included a variety of activities, including allowing people to make their own customised magnum ice cream and special desserts, while Benefit provided beauty products and make-up artists.
Brand experience agency Jack Morton led the project, and Natalie Ackerman, executive vice president of Greater China, said: “We’re thrilled to partner with Magnum this year for the ultimate ice cream experience and the chance to engage ice-cream enthusiasts and fans on an emotional and personalized level.”
The entire experience was designed for optimum social media sharing, with life-size Benefit Brow Pencils sitting among customized ice-cream installations, creating a vibrant backdrop for selfies.
Unlikely but not-competitive brand partnerships have been growing in popularity for some time now, but some argue that this strategy must be approached carefully.