The Brief:

With the pending launch of Honest Beauty in Walgreens, there was opportunity to launch the brand in a memorable and fun way for all of the Beauty Area Experts (BAE). Honest Beauty was the only brand offered an opportunity to host and curate a cocktail party complete with brand activations for the Walgreens BAE group of eighty. The goal was simple, convert Walgreens beauty advisors into brand advocates.

The Goods:

Ahead of the party, I created a webinar and workbook for the team to help announce the launch, share the brand story and give a preview the product franchises. Next, we took the immersive learning experience a step further by bringing the brand to life in a fun cocktail party complete with four brand activations, a raffle and signature treats. Finally, I wrote the copy and provided the assets and direction for the a microsite to give all Walgreens staff visibility to the Honest Beauty brand on the e-learning platform, Walgreens University.

The Result:

The party received rave reviews and the overall category launch added a 2% lift in incremental sales for the quarter. The microsite received 1420 visits with a total of 6117 total page views in the first four months of the launch with a bounce rate of 30%. To increase retention and drive traffic beyond the launch, we implemented a gratis earning strategy to continue the sales trajectory.