BURT’S BEES: Launching the Burt’s Bees Beauty Chapter

Action: building awareness for #IAmNotSynthetic

Burt’s Bees, a well-known lip and skincare brand, challenged Fuse to launch its Beauty Chapter in the UK. The Beauty Chapters is a brand new cosmetics range, made with ingredients born from nature. The cosmetics would only be available to purchase online following the launch, so we needed to drive trials with women ages 18 – 34 and build awareness of the #IAmNotSynthetic campaign messaging.

Create: launching an Instagrammable pop-up shop in Covent Garden

Fuse was responsible for venue sourcing and overseeing the design & build of an Instagrammable pop-up shop in a high footfall area of London. All creative decisions had to be made with sustainability in mind.

The store opened its doors at a beautiful Covent Garden location for three weeks. We developed an in-store events calendar that landed key brand messaging and drove further footfall to the store. This included morning yoga and makeup masterclasses to help customers Get The Glow, a flower arranging Colour Masterclass with bouquets inspired by Burt’s Bees lip shades and an evening panel event featuring a celebrity MUA, young female entrepreneur and top magazine beauty editor.

We developed and trained MUAs and brand ambassadors to become genuine advocates for the new product range. As the first point of contact who would be introducing the new product range, we understood how fundamental the shop staff and makeup artists were in ensuring we hit our KPIs.

We also took Burt’s Bees to the Glamour Beauty Festival showcasing, sampling and selling the new product range to an engaged, targeted key audience.

Fuse worked with PR agency Fluorescent PR, production agency Collective Two, media agency PHD and media-partnership specialists Drum.

Impact: Generating sales and product trials

  • The product range was trialled by over 2,500 individuals across the campaign, including over 1,000 bespoke makeup consultations and beauty makeovers
  • Sales generated at 29% over KPIs

To read about the Wall of Kisses work we delivered for Burt’s Bees, click here.