Encouraging awareness of the store, increasing footfall and presenting the brand’s visual codes for the summer, with an activity that was designed to involve various coastal cities and resorts.
The construction of imagery based on beach traditions that express the Sephora Summer identity and colors, interpreting them in a series of geographically-defined activations. During the summer, some of the most important points of sale were embellished with pop-ups designed to exhibit products both by Sephora and other brands hosted; to encourage visits to the store, a drive-to campaign was launched, devised to invite passers-by to claim a branded popsicle when they made a purchase. The project was later taken outside perfumeries with a dual street marketing activity, developed in an urban setting by utilizing a travelling cargo-bike, and in beach resorts with a customized Apecar, placed within structures at some of the target beaches.