Studio London by Superdrug champions beauty supplies at affordable prices. In the lead-up to the festival season, the brand wanted to showcase its colourful, fun products to drive sales and get beauty lovers to reach for their range in the summer months.
Our task was highlighting Studio London cosmetics with different festival-ready looks on social media to excite and engage Gen Z.
Tutorial videos and user-generated content are highly engaging on social media, especially in the beauty sphere, to encourage followers to test make-up styles at home or for special occasions.
The target audience – Gen Z – values authenticity and diversity. They prefer realness in branded content, drawn to models from broad backgrounds, genders and ethnicities. As a savvy generation, they also value product efficacy. They yearn to understand product benefits and how best to use them.
We sourced influencers with unique personal beauty aesthetics to effectively reach Gen Z. We found creators with identifiable styles and engaged followers who took inspiration from their videos. We asked them to create out-of-the-ordinary festival looks to push the limits of creativity, championing the Studio London range.
We tasked 12 influencers to hit two festivals, creating a pre-festival look and on-the-day content, inviting their followers to party in their Studio London finery.
Pre-event, they devised unique looks, highlighting which products they’d used from the range and the benefits to educate viewers. They created a come-with-me video to show off the fun-loving vibe of the festivals and how Studio London complemented an exhilarating day out – boosting brand engagement.
We allowed the creators to put their spin on their content. Some threw in handy makeup hacks in their pre-event looks, which drove engagement with targeted ads. One influencer used small craft stars as an outline to elevate her eye makeup, inspiring followers to recreate it for their summer plans.
