Bobbi Brown has been sought out for years by women wanting Bobbi to provide them with beauty solutions, application tips and product suggestions. All of these women have ultimately inspired Bobbi in her daily life and work. Now Bobbi has finally brought many of these women together-including her friends, and those of her staff-for a 3-day shoot where she transformed women from ‘Pretty’ to ‘Powerful.’
Pretty Powerful symbolizes Bobbi’s belief that all women possess natural beauty, and with the right tools, are empowered to a higher level of pretty – Pretty Powerful, Pretty Amazing, Pretty Gorgeous, etc. Bobbi Brown Cosmetics has captured their before/after photos, videos and testimonials as the centerpiece content of the Pretty Powerful campaign.
The content will live on BobbiBrown.co.uk/PrettyPowerful, but will be infused throughout the season to include on-counter collateral, postcards, and direct mail pieces all featuring ‘Friends of Bobbi.’ Additionally, Pretty Powerful in-store events with the Bobbi Brown Beauty Team are scheduled at various major department stores.
On the dedicated website, Bobbi Brown real women will be featured, accompanied by their profiles, testimonials, video portraits, face chart, application tips and behind the scenes footage of the shoot with Bobbi. Videos and photos will emphasize transformation and link back to the beauty problem the collection/product launch will solve.
BobbiBrown.co.uk/PrettyPowerful will also serve as an anchor for online PR outreach and activities. The strategy is targeted towards online/viral marketing and will include engagement activity on the Bobbi Brown UK Facebook page where consumers will be encouraged to ‘Tell us how your makeup feels?’. Bobbi Brown will also be holding its first ever live chat ‘Ask an Artist’ session on Facebook, where consumers will be invited to ask a Bobbi Brown Makeup Artist their beauty questions and receive instant tips and advice.