Dr. Barbara Sturm's Brand Launch
Year: 2019
Objectives
Dr. Barbara Sturm is a globally recognized premium skincare brand, and we were the first beauty retailer to introduce it to the Hong Kong market. Our goal was to launch with significant impact, drawing in high-end clientele and driving substantial traffic to our stores.
Integrated Marketing Initiatives
Special Activation for This Campaign:
PR & Customer Events
Over 150 high-end customers, including socialites, VIPs, and potential prospects, were invited to an exclusive cocktail party at our flagship store. Guests enjoyed a first glimpse and trial of the brand’s products and had the opportunity to meet and talk to Dr. Barbara Sturm in person. The relaxed atmosphere encouraged mingling, with selected celebrities and influencers also invited to boost the brand's exposure. The evening concluded with a private dinner at The Upper House, attended by 30 selected socialites and influencers.
We partnered with the luxury hotel, The Upper House, to host an "Up Close" talk with Dr. Barbara Sturm, moderated by Divia Harilela, contributing editor of South China Morning Post.
Results:
71 total media coverages
Over 1.99 million media reach
Additional Activations:
Social Media - Hosted the first-ever brand founder Q&A, allowing followers from JOYCE Fashion and JOYCE Beauty to ask questions on social media.
CRM - Arranged a VIP masterclass hosted by Dr. Barbara Sturm, achieving 95% attendance and a 47% sales conversion rate.
CRM - Partnered with one of our retail locations within the luxury retailer Lane Crawford to offer brand facial services to customers, achieving 86% attendance and resulting in a 60% sales conversion rate.
VM - elements like lightboxes and highlight table displays were set up in 10 stores.