Armani Beauty conducts Makeup Club campaign
By Derek Winkler
Cosmetics brand Armani Beauty Canada recently conducted a campaign for the launch a new product called Dolci Makeup Blush. Called the “Armani Dolci Makeup Club,” the effort made use of a branded three-wheeled electric vehicle. The vehicle contained a counter serving pink lemonade, a mirror for blush application and a prize wheel offering gifts. It operated in Toronto and Montreal in late August. Additional elements included social media, connected television and online video advertising. The campaign was developed by Media Experts in collaboration with Eat it Up Media and Cosmo5.
“By unifying media strategy with experiential activation and leveraging AI-powered audience data, we’ve transformed a product launch into an engine of desirability and performance,” said Nicolas Presat, group planning director at Media Experts. “The ‘Armani Dolci Makeup Club’ isn’t just creative. It’s a data-informed touchpoint designed to drive awareness, trial and conversion.”