MANHATTAN Cosmetics: Pop-up Store Berlin

Fast, surprising, vibrant, cheeky and successful.

 
 
 

Case: Media Stunt

Be fast, be new,
be there!

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.

 
 
 

Relevant creativity:

There is nothing better than a successful idea. QED: 

 

 

2

Week campaign period

66

Mentions in the German press

 

14.500

New followers on Facebook

5.333

New followers on Instagram

 

 
 

_

 
 
While the fashion trends were being shown on the catwalk, Eric Schmidt-Mohan presented this summer’s beauty must haves at the MANHATTAN pop-up store.
— Vogue
 
 

 

Would you like to know more about this campaign and our work for MANHATTAN Cosmetics?

Contact us!