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Pop up 2011 0.1

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Pop up 2011 0.1

  1. 1. Clarins Energizer Pop upShop London.February 2011.
  2. 2. BriefCreate a pop up shop to encourage a new, younger demographic to discover the new Daily Energizer range and become ambassadorsfor Clarins before the products general release later this year.RangeTarget market is 18-30 years with emphasis on 25 plus age group. Five products: Cleansing gel, freshening toner, 3 x textures of daycream. Premium brand but with an extremely affordable price entry point.ConceptOpen a Clarins Daily Energisers pop-up shop for 2 weeks in February. First 2 days for press only and then open to the public.The range will be retailed in the pop-up shop for just 10 days. It won’t be available in the UK again until the 28 April in Boots and Julynationwide. Incentive to visit and purchase - a limited edition must have accessory.ObjectiveTo present this new range in a setting that feels relaxed and informal and looks fresh, cool and contemporary. A setting that will capturethe imagination of the press and makes Clarins relevant and appealing to a younger consumer. Not Clarins for my mother but Clarins forme.To create a group of new and younger Clarins brand Ambassadors in advance of the national launch.Catering/FormatA fully staffed and operational juice bar for press and public. Catered food for press days. Browsing and chilling areas, Consultation andtesting, 30 minute Energiser Facials.
  3. 3. surprise delightgenerosity
  4. 4. Design Concept
  5. 5. Promotion - Online
  6. 6. Promotion - Press
  7. 7. Promotion - Pre-event window advert on location
  8. 8. Render to Reality
  9. 9. Event Images
  10. 10. “Alongside Burberry’s broadcast of their runway show in Piccadilly Circus, Clarins received more press attention thanany other brand in fashion week as a result of their Energizer Pop up Shop,” MediaCom.Some Statistics

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