Givenchy: Beauty Ride

Givenchy, a fashion brand, launched its eye makeup range in Russia by collaborating with ride hailing service UBER to produce an on-the-go brow studio.

Campaign details

Brand: GivenchyAgency: Havas Media RussiaRegion: EMEA

Objectives

The key objectives of the campaign were to build a strong eyebrow make-up line within Givenchy's portfolio, in terms of sales (top 5) and reinforcing Givenchy Le Makeup's innovative position in the eye make-up segment.

There is huge interest in decorative cosmetics in Russia. The Russian make up category is highly cluttered and so we needed to use unusual tactics while promoting the product.

The key performance indicators we measured were unique number of contacts and PR value.

Target audience

The target audience of the campaign...

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