MEC, a leading media agency, www.mecglobal.co.uk, has negotiated a fully integrated campaign for Bourjois, the makeup and beauty brand, to run alongside London Fashion Week.
This integrated campaign combines experiential, TV and social media. It features Bourjois’ first ever pop-up concept store: the Bourjois Boutique, plus T4 television programmes and a series of shorter programmes (with the same name) filmed at the store, with social media and experiential activity run via Facebook.
The Bourjois Boutique, coordinated by MEC Access, will coincide with London Fashion Week – 16-20 February, at the Gallery above Beach Blanket Babylon restaurant Shoreditch, offering a full make up and fashion experience. This will include Bourjois’ best selling cosmetics at heavily discounted prices, limited edition products, free one-on-one makeovers, nail art, hair styling, complimentary personal sketches with a guest Fashion illustrator and live body art with fashion brand Never Fully Dressed selling the latest trends.
MEC Access has worked with Bourjois, MCBX and Princess Productions to plan and develop T4 programmes, called ‘The Bourjois Boutique’, to be filmed at the concept store. Fronted by Jameela Jamil, the Boutique will become the hub of celebrity interviews, fashion advice, backstage news and gossip, and action from London Fashion Week.
Guests set to feature include the hottest designers, celebrities and the who’s who of the London fashion scene. The programmes will be aired on T4 over four five minute shows, two on Saturday 18 February and two on Sunday 19 February, and a half hour show on 25 February with repeats on 4music.
MEC’s Social Media Team has created a number of unique activations to support Bourjois’ association with London Fashion Week. The ‘My Bourjois Look’ competition invites Facebook fans to share their photo that best encapsulates the Bourjois brand values to win prizes. The Social Media Team is also working with key fashion and beauty bloggers to encourage pre-campaign buzz and awareness with the aim to drive footfall to the Bourjois Boutique and traffic to Bourjois’ Facebook page.
Additionally, during London Fashion Week, Bourjois will be running a GPS-enabled street game in Shoreditch: ‘Find the Bourjois Belle’. To win prizes, players must track down the belle and greet her with a code phrase which will be released on Bourjois’ Facebook page. The game has been developed in partnership with Slingshot. An online only version of the game called ‘Spot the Belle’ will run alongside this from the Facebook page.
Juliette Berthiot, head of brand communication and new business, Bourjois said, “London Fashion Week is one of the most talked about weeks of the year in the fashion and beauty world, among our core audience of 18-34 year old women. We believe this new concept will be a real success in building brand awareness, driving our association with fashion and ultimately allowing us to further engage with our customers.”
Chantal Rickards, Head of Programming/Branded Content, MEC Access said, “Brands are increasingly creating and owning content to engage consumers and promote their products. ‘The Bourjois Boutique’ programmes will be a great addition to London Fashion Week and are an innovative way of getting Bourjois right to the heart of this huge industry event.
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.”