ARMANI BEAUTY

Conceptualization:

20%

Implementation:

80%

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House of Suntory Tour -
Miami Swim Week

Armani Luminous Silk Masterclass

Client:

Giorgio Armani Beauty

Industry:

Beauty

Type:

Live Broadcast

Location:

Global Broadcast

KPI:

946 Registrants

677 Unique user attendees

118 QR scans

96% Interaction rate

CHALLENGES

Armani Beauty partnered with GRADIENT to produce a 2-part livestream masterclass initiative to cement the Luminous Silk franchise as the go-to for professional makeup artists and those who want to achieve professional-level results. Targeted goals included driving consumer purchasing of the Luminous Silk line (including new products), social visibility through media/influencer reach, and content creation for the Armani Beauty digital asset library.

STRATEGY

Unique creative was built around the two segmented sessions: VIP/Media and General Public. During the livestream, consumers were provided with an interactive, shoppable website platform that drove traffic to Armani Beauty partner Nordstrom product page through a unique QR code. This website lived on post-event in order to encourage further consumer engagement.