For Sleek MakeUP’s first ever Global influencer trip, top beauty influencers from seven countries came together for a three-night stay at Nobu Hotel in Shoreditch, taking it back to where it all began 24 years ago; East London.
To amp things up and ensure continuous social media noise throughout the trip, we reverted back to an already tried and tested strategy; three days, three new product launches. Each day’s theme was based on a new and exciting product, starting with Loose Pigments and the Pigment Transformer as well as Sleek’s heritage story. A sunset dinner at Boundary’s East London rooftop set the scene for what was to become an eventful and exciting few days.
Day two kicked off with a bang when the influencers all attended a private hip hop dance class led by industry leaders, Seen on Screen to celebrate the launch of the new Lip Dose Lip Click Lipsticks. The attendees were kitted out with Sleek dance gear and twerked it out to the beats of Cardi B. All were then treated to a luxe hair, makeup and fashion lounge at the hotel to ensure looks were on point ahead of the big event to come.
We took over TAPE London, bringing over 200 UK based beauty influencers and all trip attendees to one of London’s hottest nightclubs where we hit the dancefloor for a night of all things Lip Dose. With an exclusive performance by UK rapper Lady Leshurr, Sleek proved what has already been established; their fan’s love for music and bringing fierce looks wherever they go.
On the third and final day it was time to stop playing by the rules and get creative. The new Colour Carnage i-Divine Eyeshadow Palette and its colour clashing shades was presented at a graffiti masterclass set at the Old Pickle Factory in East London. Influencers were encouraged to bring out their inner artists – mixing, matching and clashing bold colours onto large canvases and personalised graffiti t-shirts.
The trip ended in style at the boujee Chotto Matte restaurant in Soho where colourful cocktails, food and a graffiti style backdrop made for the perfect venue to accompany the Colour Carnage palette. It was clear that new relationships had formed, and the Sleek tribe was stronger than ever.
Phew, exhausting work but we loved it!
But coverage is king, right?! We blew it out of the water again, with a result of over 270 MILLION in social media reach. All the hard work, strategy meetings and creative brainstorming sessions definitely paid off and it was evident that strategically choosing the correct influencers and ensuring that all touchpoints breathed the Sleek brand spirit led to a successful activation.