// the beauty project

// Hey beautiful, did you know this month Shoppers Drug Mart launched The Beauty Project campaign? This includes an immersive deep dive into the world of beauty to discover new products and makeup styles with a pop-up activation in downtown Toronto, a social contest and complimentary makeovers across the country. Follow @ShoppersDrugMartOfficial to participate.

The pop-up instillation @ 950 Queen Street West is a first for Shoppers Drug Mart. It showcases an array of makeup and skincare products that the brand offers in stores and online. The activation allows users to learn from its new team of in-house Beauty Pros to promote their beauty offerings.

The pop-up on Aug. 8 was hosted by reality star Erika Jayne and her “glam team,” makeup artist Sam Visser and hairstylist Castillo Bataille. People were able to explore Shoppers products through interactive spaces like swatching stations, a fragrance and nail station as well as masterclasses hosted by Beauty Pros, a team of in-house Shoppers beauty experts.

The Beauty Project runs in stores across Canada until Sept/6, highlighting curated makeup collections inspired by a handful of beauty ambassadors and Instagram.

Credits

Shoppers Drug Mart
SVP Marketing: Uwe Stueckmann
VP Marketing: Deon Alhadeff

Digital + Commercial TV
Agency: john st.

Influencers
Agency: Refinery29

Experiential
Agency: Mosaic

Communications
Agency: OverCat Communications