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For the launch of its ToRiKo Touch lipstick, Japanese cosmetics brand KissMe Ferme is turning down the lights. The brand has created a temporary "lipstick in the dark" store, where customers are invited to step into a dimmed room with private, veiled-off spaces and apply the new product. It's a deliberate design choice that encourages visitors to focus entirely on the tactile experience the smoothness, texture and scent of the lipstick rather than its visual appearance.The experiential, sensory concept stands in stark contrast to a crowded Sephora or brightly lit department store counter. By removing visual distractions and creating a quiet, intimate atmosphere, KissMe Ferme heightens customers' awareness of the product's key selling point: its exceptionally smooth feel. The lipstick features an innovative layered micro-structure and emollient oils, creating what the brand describes as a "captivatingly smooth and blissful application."The activation leverages the psychology of sensory focus when one sense is diminished, others become more acute and highlights how multisensory environments can be used to produce memorable customer experiences. By encouraging shoppers to "surrender to the dimly lit, quiet space" and "direct all consciousness to the lips," KissMe Ferme is betting that an emotional, sensory connection with the product will resonate more deeply than any traditional campaign could.
Category:
Marketing and Advertising
Heineken has launched a worldwide search for someone named McLoughlin to take the reins of a family pub on Ireland's remote Achill Island. Current owner Josie McLoughlin, the fourth generation to run the establishment, faces a common dilemma in rural Ireland no family successor. The campaign transforms this private business challenge into a global treasure hunt, with billboards appearing in cities with large Irish diaspora populations, from New York to Sydney.The initiative taps into powerful currents of cultural identity and belonging at a time when many professionals are reconsidering their career paths. As automation and AI reshape white-collar industries, the romanticism of owning a community cornerstone in a picturesque setting offers an alluring alternative. Beyond merely preserving a business, Heineken's "For the Love of Pubs" campaign recognizes how these establishments serve their communities.At its core, the campaign acknowledges the critical role physical gathering spaces play in combating social isolation. With McLoughlin's Bar serving as both a social hub and cultural landmark for generations, Heineken positions itself as a defender of increasingly endangered third places. By offering the selected McLoughlin a comprehensive succession package, including mentorship and investment guidance, the brand demonstrates an understanding that preserving such spaces requires more than nostalgia it demands practical support for their long-term viability.
Category:
Marketing and Advertising
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