OBJECTIVE

Restrictions on in-person consumer & press events in 2020 forced the beauty industry to pivot to unprecedented virtual executions for product launches and brand activations. To adapt traditionally multi-sensory, IRL experiences for virtual life, BMF worked with Estée Lauder brands to develop first-of-their-kind “phygital” and virtual beauty experiences across the portfolio.

ABOUT THE PROJECTs

Tom Ford Beauty

BMF partnered with Tom Ford Beauty to develop a virtual event toolkit, and a user-friendly platform for their global markets to seamlessly execute press previews and launch events for the latest Runway Replay & Soleil Brûlant collections. Executing across five of Tom Ford Beauty’s global markets on three continents, a custom branded platform, and Zoom integration allowed for a turnkey, livestream experience that was managed by the markets directly. BMF created brand immersion moments through custom content, including a transportive, guided fragrance mediation. Guests received interactive Tom Ford Beauty product discovery kits to utilize during the events, taking the online conversation offline.

Smashbox

Smashbox approached BMF to bring the brand’s multi-faceted Jefa Collection Beauty Box collaboration with Patty Delgado, Founder & Designer of Hija de tu Madre, & Julissa Prado, CEO & Founder of Rizos Curls, to life virtually. The program launched with a business-focused content series featuring Julissa and Patty, followed by the unveiling of their very own Smashbox product collaborations. The capstone of the program was Smashbox’s Jefacon – a first of its kind virtual event for the brand, and one of the largest community-based events in Smashbox history.