In 2019, Canberra Centre tasked Yakusan with creating a world class, unique beauty experience Canberra Centre can own, positioning the centre as the leading beauty destination in the ACT. The campaign needed to integrate retailers to maximise commercial revenue, whilst also being consumer-centric – creating experiences that exceed expectations to drive consumer frequency and loyalty.
For the month of October, Yakusan activated our very own Instagram museum, the Temple of Beauty. The Temple anchored a month-long festival of beauty featuring VIP events, beauty night markets, a host of all-star guests on the Temple of Beauty stage and a pop-up gin bar. Shani Grimmond greeted her fans in the Temple’s photo-opportunity heaven, Bondi goddess Elle Ferguson hosted her ultimate Summer Glow Session & multi award winning makeup artist Rae Morris held a fascinating technical masterclass of facial geometry. Not to mention a host of other special guests, an appearance from Vogue, and total social domination with floods of consumer UGC.
The campaign achieved digital reach pre, during & post event via UGC on ground customer interaction, PR & over 799,666 digital reach through influencer social media posts.