Relaunching An Iconic Brand To A New Gen Z Audience
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.
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.
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.