You Beauty!
The conceptual look for an event called ‘You Beauty!’ was designed to bring back beauty to the top of shoppers’ minds in the months of August & September, which was a traditionally difficult trading period for the beauty segment at Shop Direct. After the initial concept drawings of the main pages were signed off there was a deep-dive to explore how the interactive content could look and work, focusing on lifestyle photography rather than product shots.
The campaign featured across all Shop Direct brands, taking Beauty in a brand new creative direction, completely refreshing the layout and look and feel of the Beauty Zone. A multitude of channels were used to drive traffic to this area of the website, and for the first time outside of peak, Shop Direct unlocked ATL support for the full category.
You Beauty! generated strong incremental growth in the total beauty category, turning a difficult trading period into a peak - and it became the brand for all beauty events across Shop Direct.
You Beauty! was an ORAwards WINNER in the Beauty, Perfume and Cosmetics category.
