Oriflame (Event)

In the media, we had to open the topic of the importance of observing skin rituals, with the help of beauty expert Lucie Šenková, who introduced both the natural ingredients that make up the products and the correct procedure for applying individual products to editors and influencers at the event. The target group was all women aged 20 and above, to whom we explained that skin rituals are not only important for antiage care, but primarily to keep the skin healthy. For such a routine, it is necessary to use the right combination of all 5 products which makes the whole care more effective.

Strategy

Even though the lockdown crossed our path last March, we didn't let the wind take the wind out of our sails and decided to follow through with the planned event and meet the lifestyle editors - at least in an online environment. We wanted to create a nice atmosphere and divert attention from the coronavirus pandemic at least for a while in a different and more pleasant direction. We sought out living room-like spaces in the Czech Republic and Slovakia, from which we connected online with female editors and influencers. The event was hosted by Slovak moderator Vera Wisterová, who was quick to connect the Czech audience with the Slovak audience.

Tools and activities

From the Swedish lifestyle space Lagom, we went through the MS Teams platform to the living rooms of 31 lifestyle editors from the Czech Republic and Slovakia, who went through the process with our presenters (Vera Wisterová in Slovakia and Michaela Říbalová in the Czech Republic) with the expert assistance of a make-up artist and Oriflame beauty trainer, Lucie Šenková, step-by-step all the principles of a skincare routine - with the premium NovAge product line we sent the editors, along with other skincare essentials. We incorporated the beauty educator's expertise into press materials that we placed in lifestyle and beauty media after the online event.

Results

In both countries (CZ&SK) the event generated over 200 PR outputs, mostly in primary media. As part of NovAge's long-term brand communication, we also worked with influencers during the year, whose impressions reached over 1,500,000. We continue to continuously communicate NovAge products and have followed this up with the launch of the Skinrelief antiage range for sensitive skin, which complements the category.

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