Cases overview

Beauty must-haves at the Sephora kiosk

Key Facts

  • Comprehensive "Black Friday" promotion
  • Promotional kiosk with special offers in the central dome
  • Supporting multimedia campaign on the advertising media in the mall

On “Black Friday”, the Westfield Centro in Oberhausen is the top destination for the region’s shopping fans. On the traditional bargain day, suppliers outdo each other in the discount battle with price reductions and try to lure customers with special promotions. It’s not easy to stand out with your products. At the end of November 2019, the cosmetics chain Sephora showed how this can work despite the abundance of options. For the start of the Christmas business, the beauty brand relied on two kiosks, one of them in the central dome, as well as additional advertising media on the attractive promotion areas of the mall.

With its extensive range of beauty products from around 300 different brands as well as its own select collection, the French provider has everything to make the hearts of beauty queens and, of course, kings beat faster: The large selection of make-up articles, perfumes, facial and hair care series leaves nothing to be desired. At the prominently positioned stand, the bargain hunters could personally satisfy themselves and directly grab one or the other reduced item from the high-quality assortment.

Kick-off to Christmas shopping in the Westfield Centro

The “Black Friday” tradition has its origins in the USA. Many Americans use the Friday after Thanksgiving at the end of November as a holiday to shop for the first Christmas presents. On this occasion, retailers offer special events and discounts. In the meantime, the custom has also become increasingly popular outside the United States. In the URW malls, retailers then like to make use of the versatile advertising options to draw even more attention to their goods.

This was also the case for Sephora: the campaign was accompanied by large-scale advertisements throughout the centre. For this purpose, the company, whose name goes back to Zipporah, the most beautiful woman of the biblical prophet Moses, used the diverse media resources of the centre. On escalators and lifts, but especially on the UDS, the unique 360° LED “Unexpected Digital Signature”, stickers, posters and banners always attracted everyone’s attention. With a remarkable response: the rush to the kiosk was overwhelming, the queue of curious customers hardly seemed to end.

Lasting advertising effect for permanent store

For four days, Sephora made a temporary guest appearance with its eye-catching branch in the highly frequented shopping and experience centre. Anyone who wants to buy their favourite products from the world’s most popular beauty retailer or test selected new products can visit the store on the ground floor at any time.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. Whether events for product presentation, pop-up stores or stands for brand staging: at Westfield Centro you are sure to attract the attention of your target group.

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