Last week we had the pleasure of coordinating, executing and attending the amazing launch of Kat Von D Beauty at Sephora ILLUM. A launch that both we, the press, bloggers, youtubers and every beautyholic in DK has been waiting a good long time for.
PRESS EVENT OCTOBER – TEASER!
We started the launch process in October 2015, where we held a big press event for both the Swedish and the Danish press. We were lucky enough to get a personal visit by the maker of the brand, Kat Von D, which gave the launch a perfect personal feeling. Kat Von D gave a personal interview on stage and chosen editors and bloggers were given a personal interview with Kat Von D. The event was made this early to reach the deadlines of the long-lead media.
LAUNCH – week 7 – PRE EVENT!
To hype the launch Kat Von D decided to visit Copenhagen jet again and do a meet & greet with her fans in Sephora ILLUM! An activity that was supported by SEPHORA with online advertising on high fashion media, radio-spots and instagram competitions and count down. To support the meet&greet event we created a pre-event where 5 chosen key influencers were chosen to do personal one2ones with Kat Von D, on the morning of the personal appearance in Sephora ILLUM.
The influencers were chosen on behalf of relevance, reach and interest in Kat Von D and beauty brand. It was very important that the profiles had a natural excitement about Kat as a person and her products – therefore beauty bloggers and youtubers was a natural choice. Some of the key influencers were able to treat their readers with tickets to meet Kat Von D at the meet&greet, and they of course shared their meet-up with Kat on their social media channels!
First up was the allways amazing Nicci Welsh/ Beauty Editor at Chri Chri, doing a cool interview on makeup techniques vs tattoo techniques! You can see the video-interview with Nicci and Kat Von D here on Chri Chri : http://www.chrichri.dk/fashionbeauty/beauty/2016/02/personlige-makeup-tips-fra-kat-von-d/
Next up was the gorgeous beauty youtuber, Cecilia Demant / Nordic Beauty Secrets. You can see her interview on her youtube channel here: https://www.youtube.com/watch?v=Skzeo4a6yOE
The beautiful youtuber Astrid Olsen let her followers ask most of the questions and had a great interview with Kat Von D:)
Cool beauty blogger Maria Nevin from Beautifice.dk talked about the future of Kat Von D Beauty and how the whole idea got started – see her amazing interview here: http://www.beautifice.dk/dansk/?p=4782 – she also treated her fans with 3 bracelets to the meet&greet!
Last but not least the beautiful Laura Leth – youtube and instagram beauty guru!
THE PERSONAL APPEARANCE IN SEPHORA ILLUM
In a beautful setup in the Sephora-store Kat Von D meet up to a total number 670 fans! A great coorporation between security, Sephora personal, the Kat Von D team and 9PR, made a smooth and pleasurable flow and successfull event.
We were so proud to be a part of this amazing launch!