Tata Harper's Brand Launch

Objectives

Tata Harper is a pioneer in natural luxury skincare. To further strengthen JOYCE Beauty's position as a market leader in introducing best-in-class brands, we launched Tata Harper to expand our portfolio beyond clinical brands, deepening our commitment to the green beauty category. Our goal was to build brand recognition by engaging editors and online influencers, reinforcing our dedication to bringing top-tier, innovative brands to the market.

Integrated Marketing Initiatives

Special Activation for This Campaign:

PR & Customer Events

• We invited 20 editors and 26 makeup artists to attend Tata Harper's beauty masterclass, where they learned about the brand, its philosophy, and the green beauty routines it promotes.

• Organized our first in-house #InDialogueWith one-on-one interview with photo-shooting with Tata Harper, promoting the article on our website and social media, and distributing it through a press release to pitch for stories and increase brand exposure.

• Hosted two beauty masterclasses for customers: one at the JOYCE Beauty flagship store and another in partnership with a Lane Crawford location.

Results:

• PR event - 103 total media coverages with over 8 million media reach.

• Customer event - 94% attendance rate and a 32% sales conversion rate.

Additional Activations:

• Social Media - Hosted the first-ever brand founder Q&A, allowing followers from JOYCE Fashion and JOYCE Beauty to interact with Tata on social media.

• VM - elements like lightboxes and highlight table displays were set up in 10 stores.