MANHATTAN Cosmetics: Pop-up Store Berlin
Fast, surprising, vibrant, cheeky and successful.
Case: Media Stunt
Be fast, be new,
Express yourself! According to its brand philosophy, MANHATTAN Cosmetics is stylish, self-confident, trendy, and it rocks. Make-up lovers and fashion victims finally had an exclusive opportunity to experience this for themselves at first hand. The cult label with the licence to colour opened its first pop-up store ever. And it wasn’t just anywhere, anytime – but actually right on time for Fashion Week 2013, and in the middle of Berlin.
For four whole days, beauty fans, It girls, bloggers, press representatives and crowds of inquisitive people flooded into the colourfully decorated store at Torstrasse 102, where they were captivated and inspired by the entire MANHATTAN range – recently expanded for the first time – and the latest looks and trends.
The feedback exceeded all expectations in terms of both media reach and sales and was therefore a small but important milestone in the trend brand strategy that WERBEWELT developed for MANHATTAN Cosmetics.
The eyes of the beauty in-crowd were on the pop-up store at Torstrasse for four days.
Miss Extravaganza and Berlin icon Bonnie Strange created the new Colour Collection. A behind-the-scenes film about this collaboration premiered at the pop-up store.
MANHATTAN presented its expanded standard range at the new beauty counter for the first time here.
MANHATTAN make-up artists were on hand to freshen up the looks of those wanting to get through the hectic Fashion Week in tip-top style.
From global to local.
Drive to Store
Alongside classic PR activities, the campaign was accompanied by a launch event, a micro website and social media measures with daily updates.
Mission accomplished: Both the press and the target group clearly perceived MANHATTAN as the trendsetter among the cosmetic brands.
There is nothing better than a successful idea. QED:
Week campaign period
Mentions in the German press
New followers on Facebook
New followers on Instagram