ARMANI BEAUTY
House of Suntory Tour -
Miami Swim Week
Armani Luminous Silk Masterclass
Client:
Armani Luminous Silk Masterclass
Industry:
Beauty
Type:
Live Broadcast
Location:
Global Broadcast
KPI:
-Registrants
-Unique user attendees
-Interaction rate
CHALLENGES
Armani Beauty partnered with GRADIENT to produce a 2-part livestream masterclass initiative to cement the Luminous Silk franchise as the go-to for professional makeup artists and those who want to achieve professional-level results. Targeted goals included driving consumer purchasing of the Luminous Silk line (including new products), social visibility through media/influencer reach, and content creation for the Armani Beauty digital asset library.
STRATEGY
Unique creative was built around the two segmented sessions: VIP/Media and General Public. During the livestream, consumers were provided with an interactive, shoppable website platform that drove traffic to Armani Beauty partner Nordstrom product page through a unique QR code. This website lived on post-event in order to encourage further consumer engagement.
