Oriflame | The Beauty Bus
Results
3.5m+
Total media reach
1,100
Miles travelled
Over 2k
In-person visitors
Brief
Global beauty brand Oriflame challenged Brandnation to bring its playful world of skincare, makeup, fragrance and wellness to life through an immersive brand experience that could meet audiences where they are: in their communities and on their screens.
The brief was to raise brand awareness among 25-35-year-olds, encourage trial of hero products and spotlight Oriflame’s global social selling opportunity. The activation needed to be unmissable in person, and ripe with content opportunities to extend its reach online.
Idea
Brandnation conceived and delivered the Oriflame Beauty Bus: an immersive, content-first UK tour designed to bring the Oriflame brand world directly to the public.
The custom-designed, double-decker bus rolled into eight high-footfall cities across the UK – Birmingham, Milton Keynes, Cardiff, Manchester, Sheffield, Glasgow, Brighton and Portsmouth.
Parked in central locations, the bus doubled as a giant billboard that announced Oriflame’s arrival. Outside, a branded gazebo invited the public to take a closer look, with a spin-to-win wheel, a lucky dip, seating and a colouring zone for kids.
Visitors boarded into the Oriflame brand world, navigating four product-led zones – skincare, cosmetics, wellness and fragrance, plus a business opportunity space upstairs.
On the ground floor, Oriflame brand ambassadors greeted guests in the Skin Lab and offered high-tech skin analyses, personalised consultations and product recommendations. Visitors were free to test products from the Optimals and NovAge+ skincare ranges while learning more about the brand and its products on digital screens.
Further along in the cosmetics area, leading make-up artists invited visitors to try best-selling products including lip stains, hydrating balms and SPF foundations. And just next door, the wellness zone encouraged a holistic approach to self-care, with Oriflame’s Wellosophy product range primed to prompt hands-on exploration.
Finally, guests explored the show-stopping ‘Scent Your Mood’ fragrance zone, complete with 45 mood-based scents and QR-coded mood cards that invited visitors to learn more. This zone was all about personal stories linking scent to memories and moods, brought to life through a digital campaign wall with video content from Oriflame CEO Anna Malmhake and leading beauty creators.
Upstairs, the mood was relaxed and intimate. Plush sofas lined the walls and budding beauty entrepreneurs were invited to settle in for ‘opportunity hours’ – one-to-one conversations with brand ambassadors on the social selling opportunity, with a glass of fizz in hand and a goody bag to take home on sign-up.
How Brandnation multiplied its impact
With a branded double-decker bus criss-crossing the country, visibility was built into the concept, but Brandnation took amplification further.
We created organic social content to tease and trail the activation, supported by regional PR that directed traffic to the event sign-up pages. In key cities, we launched OOH advertising through digital vans and audio ads to drive awareness and footfall, with beauty-focused messaging powered by Mastercard spend data.
In Brighton, we hosted an influencer dinner to bring the brand to life in a more intimate setting, followed by a private bus preview and a live makeup masterclass with MUA Francesca Jordan. With a combined following of over 1.14 million, the Brighton influencer event alone resulted in an estimated total reach of 150k+ and over £31k in earned media value.
The Beauty Bus has since been recognised by the Direct Selling Association as an exemplary activation and has served as a best-in-class blueprint for Oriflame’s markets worldwide.
Services
Creative concept & tour planning
Bus and experience design (interior, exterior, digital, merchandise)
Logistics, production & staffing
Organic social content & digital amplification
PR & regional media outreach
Influencer marketing, influencer event planning & management
OOH media including digital vans & audio ads
Toolkit creation
