Case study
Allure Beauty brought two of the best-known names in global beauty to Pakistani shoppers: Huda Beauty, and Kayali, the fragrance brand from the same founders. We launched them with a night built to be photographed, a guest list of well-known faces, press on the door and the social media around it.
Industry
Beauty retail
Brands launched
Huda Beauty and Kayali
Services
Launch and Social Media Marketing
Mandate
Introduce two global names in Pakistan
The launch in three frames: the set, the product and the guests.
Famous here before they were sold here
Huda Beauty was built in public, on social media, into one of the most recognised makeup brands in the world. Kayali followed with a devoted following of its own.
Pakistani beauty fans knew both names long before they could buy them from a local store. They had watched the tutorials, followed the launches and seen the products everywhere except on a shelf near them.
So the launch had a narrow job and a high bar: tell people the brands had arrived, look as polished as the brands themselves, and make Allure Beauty the name connected with that arrival.
The brief
Allure Beauty was bringing Huda Beauty and Kayali to Pakistan and needed the arrival to land. Two global brands with strict guidelines and devoted fans, introduced by a local retailer.
The launch had to look like Huda Beauty and Kayali, feel like news, and leave nobody in doubt about where to buy them.
The insight
Fans of a global brand don't need to be told it's good. They need to be told it's here.
How we approached it
01
Make every photo credit the brands
Fans know these names by sight. The set was built to be photographed, and every backdrop carried Huda Beauty, Kayali and Allure together, so the pictures did the announcing.
02
Let trusted faces carry the news
An arrival becomes news when someone people already follow shares it. The guest list brought well-known faces whose photos reached audiences far beyond the room.
03
Put the product within reach
Fans had seen these products on screens for years. The launch put them in front of people, in cases they could walk around, so the only question left was where to buy.
The launch, in pictures
One evening, three jobs: give fans something to photograph, put well-known faces in the frame, and let people see the product up close.
01
Make every photo credit the brands
The set
A sequin wall, a striped stage, a pink balloon arch and a neon Huda Beauty sign, in an outdoor venue lit pink. The same three names, Huda Beauty, Kayali and Allure, ran across every backdrop, so every photo taken that night credited the brands and the store that brought them.
02
Let trusted faces carry the news
The guests
Well-known faces from Pakistani showbiz came through the photo walls, and their pictures carried the news to their own followers. A launch like this travels as far as its guests' phones.
03
Put the product within reach
The product
Huda Beauty palettes and lip products sat in clear cases with mirrored disco balls, close enough to see every shade. For many fans it was the first look at the products in person.
What we did
A launch night, not a press release
We planned the arrival as an evening people would want to attend and photograph: an outdoor venue lit in pink, photo walls, product displays and room for the press.
Three names on every backdrop
Huda Beauty, Kayali and Allure appeared together on every wall, banner and stage, so the retailer was part of every picture, not a footnote.
A guest list that carried the news
Well-known faces from Pakistani showbiz attended, and their photos and posts did the announcing to their own audiences.
Coverage on the night
Press and television crews covered the launch, and Allure Beauty's owner spoke for it on camera, in front of the three names.
Social media around the launch
Allure Beauty's feed announced the arrival, then carried the night's photos and coverage, so the launch kept working after the guests had gone home. Alongside the launch, we ran Allure Beauty's social media.
Press and television crews covered the night, with Allure Beauty's owner speaking for the launch.
Every interview ran in front of the same three names: Huda Beauty, Kayali and Allure.
What we made
- A launch night for Huda Beauty and Kayali
- Branded photo walls, stage and product displays
- A guest list of well-known faces
- Press and television coverage on the night
- Launch content and ongoing social media for Allure Beauty
The impact
Huda Beauty and Kayali arrived in Pakistan with a launch that looked like the brands and was covered like news. Allure Beauty became the name connected with that arrival: the store that brought them here.
For a retailer, that is the whole game. When a brand people love arrives, they should hear it from you first.
What the launch taught us
A launch is a photograph before it is an event.
Borrowed fame works best when every picture credits you.
Fans don't need persuading. They need an address.
Bringing a global brand to Pakistan? We'll launch it in its own language and give it a local home.
More work
Assortment
Every image from our portfolio in one place, shuffled into a new order on each visit.
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