#sephoramumbai

Store Exterior Imagery

Installation, Main Atrium

Activity Dates

23rd 24th 25th 26th 27th 28th 29th 30th 31st 1st 2nd 3rd 4th 5th 6th

Main Installation

Sephora clad a bus (Iconic symbol of Mumbai) to ply on 3 key routes in Mumbai

a week prior to the launch

Credit card vouchers

200 vouchers given out across Mumbai

100 vouchers given out to the consumers who queued

outside the store

Sephora Dancers Bus clad in branding with trained Sephora dancers jigging outside hot spots in

Mumbai, surprising commuters with treats and 1st access to the store

Carter Road Khar social

Monkey bar Bar stock exchange

HR college Jai hind College

Priyadarshini ParkSophia CollegeXaviers

High Street Pheonix

CourtyardBarking DeerTodi Social

Hoppipola Café Zoe

Outside Colleges

Palladium Atrium

Digital Activations

Video announcing the launch amplified by

bloggers, influencers and early adaptors of the

brand

Event Page on Facebook

Contest on Sephora’s Social

Networks

Contest Details

Contest Details

Countdown Posts

Store Invite

Mall Branding

West Court lobby second floor

Palladium 2nd floor near lift lobby

Palladium Entry from West Court

Zara façade

1st floor along side T.G.I.F wall

2nd floor along the escalator

Monochrome Food

Press Activations

Brand Launch Strategy

The launch of #sephoramumbai has been phased out into the following:

• Corporate Press

• Blogger Collaborations – Top 15 beauty bloggers

• 1:1 meetings with key beauty - Short lead e-zines and onlines

• Influencer Event with socialites and beauty influencers from Mumbai – Social PR amalgamation into offline event

• Store launch by Kangana Ranaut – Simulcast press interactions

Brand Objectives

• Promote Sephora as the one stop shop for all beauty requirements and highlight its key services

• Launch #sephoramumbai with a comprehensive plan integrating all relevant platforms

• Build saliency for Arvind Brands’ astute knowledge of local market for beauty and develop thought leadership

Corporate Press Engagement – January 29th 2016

• Exclusive with The Economic Times

• Broadcast Media Interviews with CNBC, Bloomberg and BBC News

Bloomberg CNBC BBC

Blogger Engagement Program – 10 days prior to the launch

• Engaged with the top 15 beauty bloggers for social PR using brand hashtags and tagging a week prior to the launch

• Engaged each blogger exclusively to spotlight the excitement regarding the store launch in Mumbai using Sephora installations, products, make-overs, contests and the happy bus jig

• Invite all bloggers to the host led event and store launch to share live updates from both the events and engage with the staff for make up experientials/ tutorials and other exclusive services available at Sephora

• Bloggers targeted in this space are very popular for their views on beauty and fashion and have a huge following on all social media platforms including their personal blogs

• Few of the top bloggers engaged :

• Sherry Shroff

• MissMalini

• Aayushi Bangur

• Ankita C

• Aanam Chashmawalla

• Aashna Shroff amongst others

Beauty Press Engagement Program – January 29th 2016

• Engaged with the beauty press champions to drive immediate online brand stories with Business Director Vivek Bali via store preview, experientials on Jan 29th 2016

• Engaged every other press exclusively to spotlight new trends, beauty animations and product driven stories. Hence, the coverage received through this was wide spread

• Beauty and Digital editors engaged :

• Vogue

• Elle

• Grazia

• Harper’s Bazaar, Bazaar Bride

• Cosmopolitan

• Verve

• Noblesse

• Luxpresso

• PopXO

• Hauterfly amongst others

• Most press coverages have appeared within 12 hours of the interaction giving us a great digital push

Host Led Influencer Marketing Program – January 29th 2016

• Partnered with Shibani Dandekar, an Indian singer, actress, anchor and model to co-host the Sephora launch party with Aparna Badlani - curator and co-owner of a leading multi-designer store in the city called 'Atosa‘. The strategy was to have 2 influencers to bring in women from different walks of life

• About 60-75 women were hosted by Sephora at the private party and about 20% of these socialites tweeted and shared pictures of the products / goodie bags on Instagram pre launch to give #sephoramumbai a fantastic launch start. Maximum virality was created through this approach and the online space was already talking about the launch on January 30th 2016

• Early social influencers includes names like:

• Monica Dogra - Twitter 50.4k

• Meiyang Chang - Twitter 72.9 k

• Kubra Sait - Twitter 4.5k Insta 11.8k

• Payal Singal - Twitter 57.7k, Twitter 5.5k

• Gabriella - Inta 52.3k

• Shibani Dandekar - Insta 239k Twitter 126k

• Anusha - Insta 189k

• Mandira Bedi amongst others

• Live tweeting and pictures from the private party also started dominating the online space

Store Launch with Kangana Ranaut – January 30th 2016

• The overall strategy and all the phased communication via media channels amplified the overall launch efforts which led to a whooping 2000 + people queued outside the store right from 10.30am going upto 5pm to celebrate #sephoramumbai

• Kangana Ranaut launched the store in much cheer hosting exclusive interactions with 5 lifestyle channels and 2 onlinesfollowed by press simulcast which was a mix of mainliners, onlines, TV channels, bloggers amongst others. We had a great media presence of about 50 press on a Saturday morning at 11am

• Zoom

• Times Now

• NDTV 247

• NDTV Good Times

• CNN IBN

• Miss Malini

• Vogue.in

• Entertained by foot tapping music a bunch of young Sephora girl dancers danced whilst confetti cannons went off from the store launch. Monochrome branded balloons, chocolates, goody bags and some GV’s were a hit with the shoppers

• Wide spread online coverage and TV coverage has been garnered from the launch event with most mainlines carrying the store launch with Kangana Ranaut

Thank you