What is a bespoke 9 x 9m see-through interior lit pink pop up stand doing around a festival circuit? I am talking about Sleek MakeUP, a youthful and fresh brand engaging the interest of young women from a range of different backgrounds with products which boasts of being extremely trendy, fashion forward and innovative. And they can be worn by all – they literally have 30 shades of foundation to choose from which is the biggest in the cosmetics market.
So, as another amazing week has passed in iD and I’m delighted to report that I am happy, but exhausted… Last weekend we hit Lovebox with the Sleek MakeUP team and stand to rock it boutique style at the uber cool festival. Our sun kissed Friday and rainy weekend was filled with young starlets coming onto our stand to take advantage of the free makeovers, as well as enjoy Rusty Bellinis and Margaritas. They even received a picture of their makeover to take home as a memento that was later uploaded onto the Sleek MakeUP Facebook to be ‘liked’ and tagged.
I remember walking around the festival and thinking, how cool is this makeup brand. Young, chic and full of enthusiasm. Could it get any better…surely not. But it did. Next stop Elite Model Look finals. Sleek MakeUP were one of the key sponsors for this years Elite competition where contestants are offered a unique opportunity to be noticed by the biggest players in fashion with previous winners of the prestigious award including Cindy Crawford, Linda Evangelista and Gisele Bundchen. This year Sleek MakeUP made up the 12 finalists and the show proved to be a veritable feast for the senses. The young girls modelled their way up the catwalk like true professionals and looked incredible with their Tony and Guy styled hair and Sleek MakeUP faces.
So what is it all about? This year’s focus for Sleek MakeUP is to elevate their profile and to reach an even bigger portion of their trendy 18-25 year old UK and European target audience. They are doing this by hitting festivals, the Stratford Westfield launch, and a partnership with the tres cool PPQ fashion brand that last year teamed up with Office to create some incredible killer shoes. More on that partnership later in this year.
There are times when you work in experiential marketing when you just couldn’t be more chuffed. You love your client (of course we always do!) and you love the events you are working on with them just as much. Recession over, this year Sleek MakeUP are have their feet firmly planted and intend on taking the makeup market by storm.