COLLECTION: #MixersNightIn

This case study describes how COLLECTION, a UK cosmetics brand, created a new line of cosmetics with a British girl band, Little Mix, in order to attract younger people to the brand.

COLLECTION: #MixersNightIn

Steve Barton

Campaign details

Brand owner: LF BeautyAgency: Advokator and PegasusBrand: COLLECTIONCountry: UK

Executive summary

This case study describes how COLLECTION created a new line of cosmetics called 'Little Mix by COLLECTION', in order to capitalise on the Little Mix girl band phenomenon, fill a gap in the cosmetics market for young cosmetics' consumers, and drive a new generation of customers for the brand. COLLECTION produced '#MixersNightIn', a promotion designed to get thousands of Little Mix fans (who called themselves 'Mixers') sampling and celebrating the new make-up range right across the...

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