• About
  • Work
  • Services
  • Clients
  • Blog
  • Contact

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

Take A Time Out London!

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

Most Wanted Wines Summer of Festivals

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

Nakheel x Harrods Pop Up

Nakheel x Harrods Pop Up Nakheel x Harrods Pop Up

Grey Goose Season Of Spritz

Grey Goose Season Of Spritz Grey Goose Season Of Spritz

Kylie Cosmetics Seasonal Launches

Kylie Cosmetics Seasonal Launches Kylie Cosmetics Seasonal Launches

Most Wanted Wines Cultural Impact

Most Wanted Wines Cultural Impact Most Wanted Wines Cultural Impact

Boots Gen Z Consumer Strategy

Boots Gen Z Consumer Strategy Boots Gen Z Consumer Strategy

Adidas Empower Station

Adidas Empower Station Adidas Empower Station

Adidas Support Is Everything

Adidas Support Is Everything Adidas Support Is Everything

BBL CLB Interactive Rave

BBL CLB Interactive Rave BBL CLB Interactive Rave

Weezy Expansion

Weezy Expansion Weezy Expansion

Vodafone Festival Of Speed

Vodafone Festival Of Speed Vodafone Festival Of Speed

Adidas Superstar 50

Adidas Superstar 50 Adidas Superstar 50

Reebok Zig Kinetica

Reebok Zig Kinetica Reebok Zig Kinetica

ASICS Win The Long Run

ASICS Win The Long Run ASICS Win The Long Run

Hunter x Glastonbury

Hunter x Glastonbury Hunter x Glastonbury

Blu Myblu Launch

Blu Myblu Launch Blu Myblu Launch

Beats By Dre x Anthony Joshua

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

TAG Heuer x Premier League

TAG Heuer x Premier League TAG Heuer x Premier League

Maynard Bassetts Sweet Art Gallery

Maynard Bassetts Sweet Art Gallery Maynard Bassetts Sweet Art Gallery

Carlsberg ‘Off The Grid’ Pub

Carlsberg ‘Off The Grid’ Pub Carlsberg ‘Off The Grid’ Pub

The Hype The Hype

Sign up for The Hype, the fortnightly culture drop from Hyperactive HQ.