2011 Winners & Shortlists

The Brief

Missha is a leading cosmetics store in the Middle East with an extensive portfolio of products. Missha also offers beauty tips and advice on cosmetics. But very few customers knew or used these services and Missha wanted to communicate this to them. We decided to engage them when we had their full attention – at the Missha store. Our strategy was to use that opportunity to make Missha the first choice whenever they had any inquiries about makeup or cosmetics in the future.

Creative Execution

The makeup card converted a simple accessory into a tool that made them think of Missha when it came to cosmetics. It also turned each user into an ambassador for the brand by getting the attention of those who were around when the mirror card was used to apply makeup. Furthermore, female consumers who loved typically to try out the latest cosmetic products in-store, were now also encouraged to engage with Missha's makeup experts, helping create a stronger connection with the brand.

Describe the creative solution to the brief/objective.

Every woman's handbag is sure to have a makeup kit and a mirror. In fact, the makeup mirror is an essential accessory that helps them look their best whenever they want. We decided to use this accessory to make Missha come first to mind whenever makeup was involved. We created a pocket mirror business card and used it as a giveaway when they came to our store. The makeup card worked as a very practical addition to their existing kit and gave them a name and number of a makeup specialist at the Missha store who they could contact for all their cosmetics needs.

Results

23% of the target audience got in touch with Missha's makeup specialists for beauty suggestions. Footfall increased by 40%. Call-ins for advice on makeup doubled after the mirror business card. And many of the new customers that visited the store specifically asked for the Missha makeup mirror. With a limited budget Missha not only managed to establish themselves as an authority on beauty in the UAE.