17 Cosmetics
Launch Campaign
17 Cosmetics
Launch Campaign
Relaunching An Iconic Brand To A New Gen Z Audience
Objective
Relaunch the iconic 17 Cosmetics brand to a new audience of Gen Z beauty fans, highlighting the quality and affordability of the new range of products.
Strategy
We wanted to create a high impact launch moment that would capture the attention of Gen Z beauty fans through the channels that are most relevant to them.
Campaign
We negotiated a unique talent collaboration with Strictly star, and Gen Z influencer, Tilly Ramsay. We also partnered with TikTok as the platform with easily the widest reach into our target demographic. Tilly hosted a livestream show on the platform directly from the launch event in London. The event was designed with creative content capture in mind and Tilly reviewed 17 products, shared tips to achieve her look and rubbed shoulders with her celebrity friends – who were amplifying the event further through their own channels.





Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | IRL + URL Production | Social Content Creation | Talent Collaborations

Audible Zen Carriage Audible Zen Carriage

The Only 0.0 We Want The Only 0.0 We Want

Idris Elba ‘Knives Down’ Idris Elba ‘Knives Down’

Take A Time Out London! Take A Time Out London!

Most Wanted Wines Summer of Festivals Most Wanted Wines Summer of Festivals

Nakheel x Harrods Pop Up Nakheel x Harrods Pop Up

Grey Goose Season Of Spritz Grey Goose Season Of Spritz

Kylie Cosmetics Seasonal Launches Kylie Cosmetics Seasonal Launches

Most Wanted Wines Cultural Impact Most Wanted Wines Cultural Impact

Boots Gen Z Consumer Strategy Boots Gen Z Consumer Strategy

Adidas Empower Station Adidas Empower Station

Adidas Support Is Everything Adidas Support Is Everything

BBL CLB Interactive Rave BBL CLB Interactive Rave

Weezy Expansion Weezy Expansion

Vodafone Festival Of Speed Vodafone Festival Of Speed

Adidas Superstar 50 Adidas Superstar 50

Reebok Zig Kinetica Reebok Zig Kinetica

ASICS Win The Long Run ASICS Win The Long Run

Hunter x Glastonbury Hunter x Glastonbury

Blu Myblu Launch Blu Myblu Launch

Beats By Dre x Anthony Joshua Beats By Dre x Anthony Joshua

TAG Heuer x Premier League TAG Heuer x Premier League

Maynard Bassetts Sweet Art Gallery Maynard Bassetts Sweet Art Gallery
