Sokos Emotion / Beauty / Social

Case
summary

The challenge

A traditional Finnish department-store beauty brand needed to compete for the attention of a younger generation already comfortable with Kicks, Lyko and social-first beauty discovery.

The insight

Sokos Emotion could be the beauty-professional friend who takes a customer by the hand: knowledgeable, encouraging and candid about the embarrassing questions.

The concept

The world's first pink beauty fitting room turned the box in the brand logo into a physical content set. It held confessional stories, educational expert videos and close-up product material inside one unmistakable visual world.

The outcome

The repeatable format connected retail expertise with the pace and personality of social video. It generated more than six million views and was accompanied by strong growth in online sales among customers under 24.