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Starting point
A familiar beauty name was losing the attention battle.
Sokos Emotion was a traditional Finnish department-store beauty brand facing a new competitive set. Kicks and Lyko already understood how younger audiences discovered products, shared recommendations and built their own beauty rituals online.
The task was not simply to make more posts. The brand needed a social umbrella that felt recognizable, repeatable and worth entering.
THE HUMAN INSIGHT
Beauty is easier when a knowledgeable friend takes you by the hand.The strategy positioned Sokos Emotion as that beauty-professional friend: informed, close and willing to talk about the awkward bits.
BOX
02 / The concept
The world's first pink beauty fitting room.
The pink box came directly from the form and color of the brand logo. Built as a physical fitting room, it gave every video a recognizable setting while still leaving room for different personalities, products and stories.
- Confessions Embarrassing beauty revelations told without judgement.
- Know-how Educational videos led by beauty professionals.
- Close-ups Juicy product content made for the small screen.
03 / Results
One box.
Millions of views.
The fitting room gave the brand more than a campaign look. It created a repeatable place where expertise, entertainment and product discovery could live together.
Read the case summary