Blackjack helps Luxury Japanese Cosmetic Brand

Blackjack helps Luxury Japanese Cosmetic Brand

The brief

A luxury Japanese cosmetic brand required Blackjack to bring the personal touch to Chinese New Year gifting in Selfridges’ Beauty Hall.

The Blackjack response

Blackjack are experts in developing culturally relevant experiences and supplying appropriately skilled staff for activations aimed towards a Chinese audience, and so we sourced and trained Chinese calligraphers so shoppers could give unique branded gifts to loved ones.

The Japanese brand was looking for a way to grow their profile in this competitive shopping location, while also embracing an important gifting period for Chinese nationals.

Our client’s Brand Manager commented, “The beauty market is highly competitive, so we are always looking for opportunities to stand out. We’ve enjoyed working with Blackjack to bring this idea into the store, and the calligraphers were a hit with shoppers”.

Our favourite moment

We already recognised that Chinese New Year is a significant event in travel retail, and therefore seeing its significance increase on the high street as part of this extremely well received activation was very rewarding. We were delighted to work with this brand to build their presence in such a creative and ‘human’ way.

The outcome

The one-day event in Selfridges saw shoppers buying gifts personalised with a message etched by specialist Chinese calligraphers on to red tags – the official colour of Chinese New Year, thought to bring good luck and good fortune.

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