L'Etoile influencer national tour
May–June 2018

In May 2018, L’Etoile announced the launch of Color your life make-up category with 12 brands sold exclusively at L’Etoile shops.

Top make-up artists and digital influencers visited 10 cities in 3 days to hold in-store workshops for L’Etoile customers.

About L'Etoile
  • Largest beauty store chain in Russia
  • Established in 1997
  • 900 stores in Russia & Ukraine in more than 200 cities
  • More than 150 international beauty brands
  • 12.000 employees
  • More than 14 m loyal customers
Aims and objectives
  • Drive footfall
  • Create social media buzz
  • Build category awareness
Challenge

The project was confirmed within a week before launch.

The scope of service included but was not limited to:

  • Development of a master list of KOL’s.
  • Management and coordination of participation 
in events in Moscow and regional workshops.
  • Provision of ongoing support based on the clients’ guidelines.
  • Provision of full travel support for the project participants.
10 cities
5 make-up
artists
3 days
Timeline
28 05
Moscow-based event for mass media & influencers: guest management
29 05
Moscow-based in-store event: guest management + arrangement of 5 interview sessions with the owner of dose of colors brand
Make-up artists announce regional workshops through social media properties
31 05
1st set of workshops: St.Pete, N.Novgorod, Rostov-on-Don Kazan, Ekaterinburg
02 06
2nd set of workshops: Novosibirsk, Chelyabinsk, Samara, Voronezh
29 05
Moscow-based in-store event: guest management + arrangement of 5 interview sessions with the owner of dose of colors brand
02 06
2nd set of workshops: Novosibirsk, Chelyabinsk, Samara, Voronezh
Invited make-up artists
Andrey
Petrov
541 К
Mark
Kaufmann
51,6 К
Alina
Belova
253 К
Maria
Davydova
37,3 К
Natalina
100 К
Influencer generated content

All invited OL’s published posts and Stories dedicated to the project.

Campaign results:
Ots:
2,2
m
technical outreach of the posts
2
m
tecnhical outreach of the Stories
# of reactions:
7 600