The ONE
Collective

The brief

To launch Oriflame’s The ONE make-up range in the UK and raise awareness of the product range among a key audience of influencers; beauty bloggers.

Our approach

We organised a series of blogger events in London, Leeds and Dublin to showcase the range and introduce bloggers to Oriflame brand ambassador celebrity make-up artist Gary Cockerill.

The first event took place in London at the Soho Sanctum Hotel and 75 bloggers were invited to browse the range, see Gary demo some of the season’s key looks using The ONE products and take part in a Q&A session with him.

Instead of using a model to showcase the range we asked which bloggers would like to volunteer as models beforehand. This made the event more interactive and allowed Gary to demo the products on ‘real’ people with different complexions, tones and looks.

As well as serving the obligatory fizz, we also had a variety of canapés and branded The ONE cupcakes.

Results

The events were attended by over 100 beauty bloggers as well as several members of the press including The Daily Mail, Heat Magazine, Star Magazine, Hello! and The Daily Express.

Collectively, the events generated 345 tweets in the 24 hours before, during and after the occasion, with a reach of 41,249. Furthermore, 40+ blog posts were written following the events.

Meeting the bloggers face-to-face allowed Gary to demonstrate The ONE range directly, not only by putting the products in their hands but also by showcasing them in ‘real life’ on their blogging friends.

It also allowed Oriflame via Faith PR to strengthen existing relationships with the bloggers and opened to the door to meeting others for the first time.

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